Shubh Yatra

by Maxposure Media Client: Air India
The Brief

In 2011, Air India, the national carrier of India, merged with Indian Airlines, the domestic wing of the national carrier. The brief was to create a new inflight magazine, Shubh Yatra, which combined the international ethos of Air India with the domestic nuances of the erstwhile Indian Airlines, and provided content targeted at a global clientele as well as smartly communicated important news and initiatives of Air India

Objectives

A major challenge for Maxposure was to reinforce the global brand position of the merged entity, without losing its Indian connect.

Creative Approach

Our expert and experienced core team of content strategists and marketers offered the airline a complete redesign plan and a fresh editorial approach for the magazine. The magazine reinforced the airline’s new brand positioning of connecting India with the world as well as its extensive connections within the country. The magazine content, in both English and Hindi (India’s national language), was designed to mirror the brand repositioning. A balance of travel articles from within India and international destinations, global lifestyle trends along with Indian traditions, and interviews of global and Indian celebrities were included. The magazine was Indian at heart but global in outlook.

Apart from the print edition, Maxposure has also helped the airline in creating a content strategy across various digital platforms, such as a website, social media platforms, and a mobile app, all designed to keep the customer engaged with the brand.

In addition, we have conducted photoshoots for the airline to showcase its expert crew and pilots as well as its fleet, which is one of the most advanced and youngest fleets in the world.

Results

With the help of our omnichannel content strategy, the magazine has built a solid reputation among flyers and advertisers, and is appreciated for its editorial content in India and abroad.

With our strong sales monetization team, the publication attracts among the highest number of advertisements within magazines in the country. Apart from the Indian government and private Indian brands, the magazine attracts a lot of international advertisers as well.

Moreover, taking Shubh Yatra online has further boosted its popularity and increased the readership base of the magazine.