Client: Indian Railways
Services: Content Strategy, Magazine, Website, E-zine, Mobile App, Content Monetization, Distribution
Office: Maxposure Media Group, India
Period: 2015- 2018

For Indian Railways, one of the world’s largest state-owned entities, a major challenge was to reach out to its vast and diverse customer base with news and information packaged in an interesting and reader-friendly format. Maxposure offered it content through the monthly bilingual magazine Rail Bandhu that is placed on board all the premium trains, i.e., Rajdhani Express, Shatabdi Express and Duronto Express across India.

With a circulation of 3,05,000 monthly and a readership of 5.9 crore annually, the magazine has higher captive readership than any news weekly in India. The content is as diverse as the target audience, covering topics like travel, culture, food, movies, celebrity lifestyle and literature. It also caters to all age groups, including a section on children. While the magazine is primarily bilingual – English and Hindi – every issue, one article is published in one regional Indian language to stress Indian Railways’ regional connect.

Rooted in current national interest, the articles and design of the magazine is crisp and interactive to keep travelers engaged on long journeys and help them plan their holidays and travels. Information about Indian Railways is packaged interestingly to hold the readers’ attention. And to increase the brand’s reach and audience connect, the magazine is available on the digital platform too. It has a very strong social media wing as well, and helps the brand stay connected with its audience.