India Perspectives is the official mouthpiece of the Ministry of External Affairs, Government of India. Maxposure creates content for the magazine, which features interesting and relevant information about India’s bilateral ties with nations across the world, its rich culture, traditions, lifestyle, art, science & technology, and more. In line with the Ministry’s vision to enhance India’s bilateral relationships with the rest of the world and showcase its rich heritage through the publication, the editorial and design teams at Maxposure generated content across various focus areas highlighting India’s political, economic, cultural and scientific achievements on a global scale.
One of the challenges thrown at Maxposure was to focus on ‘soft diplomacy’ initiatives between India and other countries, and also to directly promote the inflow of tourists to India. Our content strategists created an editorial plan which included cultural articles that linked India with other nations and rewrote conventional Indian travelogues to become handy guides for international travelers.
With analytical stories, engaging images and authentic, verified information authorised by the Ministry itself, the magazine is among the most trusted sources of information about India. Maxposure publishes the magazine in 15 languages and the publication’s readership, therefore, counts among the highest as it is one of the few magazines in the world to be published in so many languages and distributed in over 170 missions across the globe.
With the announcement of the ‘Digital India’ initiative by Indian Prime Minister Narendra Modi, the Ministry of External Affairs took the decision to digitize the magazine, and Maxposure’s in-house expert digital & content teams helped conceptualize a digital activation strategy. This included a content website as well as social media support, both of which together multiplied the magazine’s reach manifold. To further enhance the publication’s reach, exclusive e-mailers were conceptualized and sent with highlights of the magazine to diplomats, ambassadors & missions across the world. Further strategizing and brainstorming is still in process, wherein Maxposure will offer more digital solutions to the publication’s repositioned identity.
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