The Select Citywalk shopping centre is one of Delhi’s most preferred shopping and family entertainment destinations with more than 180 stores offering a multitude of high-end fashion, food and beauty options.

The shopping centre’s core target market are the fashion-conscious men and women aged between 25 to 45 years and the brand wanted to position itself as the market leader in fashion and lifestyle offerings. In 2012 Maxposure was awarded the contract to produce the exclusive brand magazine, which would not only keep its audience updated about the latest trends in fashion and beauty, but also about the various schemes and facilities being offered to shoppers.

We created a content marketing strategy that would not only talk about the brands at the centre but offer readers interesting trend based articles and stylized shoots, at par with any other leading fashion publication. The content was an attractive mix of the most popular trends and celebrity profiles, combined with get-the-look pages, influencer campaigns and shoots by top fashion photographers.

However, in 2017 the client wanted to reposition the magazine as a city-centric publication, moving away from its glam tone. Maxposure carefully crafted strategies across both print and digital formats to help the brand achieve the same. The magazine was re-launched in an all matte handbag-sized city and shopping guide that’s packed with aspiring content across fashion, beauty, lifestyle, home, travel, gifting and shopping centre activities, while drawing parallels with the various sub-cultures and ethos of the city of Delhi.

To improve the online engagement, we initiated interactive blogs and posts on social media regularly, which has increased the magazine’s following dramatically. In addition, an exclusive mobile application was also launched, to help the brand communicate with its audience more regularly.