India Perspectives

by Maxposure Media Client: Ministry of External Affairs, Government Of India
The Brief

The client brief was to create a content strategy for print and digital media for India Perspectives magazine, the official mouthpiece of the Ministry of External Affairs. The magazine was to be published in 16 languages globally and distributed in diplomatic bags across 170 countries, every two months. The challenge was to focus on ‘soft diplomacy’ initiatives of India, and promote the country as an investment and tourism destination. The aim was to present India as an emerging power to reckon with in all aspects

Objectives

To create content in 16 languages for both print and the web, encompassing India’s bilateral ties with countries across the world and with focus on India’s varied natural beauty, rich culture and traditions, art, science and technology.

Creative Approach

Our content strategists created a 360 degree editorial plan, including cultural articles that linked India with other nations and showcased Indian destinations in the form of travelogues that served as handy guides for international travellers. 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 16 languages and distributes it in over 170 countries, making the magazine one of the largest-read publications 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 digitise the magazine, and Maxposure’s in-house expert digital and content teams helped conceptualise a digital activation strategy, to be launched shortly. This strategy includes content websites in 16 languages, social media support, and emailers to be sent to Indian diplomats and missions across the world.