Air India's in-flight magazine Namaskaar to be renamed

New Delhi: Maxposure Media Group, the publishers of Spiceroute, has bagged the rights to publish the in-flight magazine for Air India. Air India will not retain the brand names Swagat and Namaskaar, but will opt for a new name that would strengthen the brand equity of the airline company.
The group won the contract following an open tender. Other publications including APCA, CMYK, Media Transasia and HT Burda also participated. According to those close to the development, Maxposure won the contract for Rs 18.74 crore which is Rs 1.69 crore higher than the second highest bidder.
The contract for production of the magazine is allotted on a turn-key and revenue sharing basis. Maxposure Media is 100 per cent owned by the Johari family.
Swagat the in-flight magazine for the domestic fleet of Air India, was published by Media Transasia since the last thirty years, whereas, Namaskaar was alloted to CMYK publishers on a turn key basis three years back. Air India will now discontinue Swagat from the next month, but will retain Namaskaar with a different name. This is not the first time that Air India has scrapped its in-flight magazine, earlier, the airline had Corporate for its business class customers, and the magazine Darpan for others.
Maxposure will bring out the first issue of this yet-to-be-named magazine in June. Until then, Media Transasia will publish Swagat for both domestic and international flights of the airline. In all likelihood, the new name of the magazine will be finalised by the end of this month or early next month.
27/04/11 Sumantha Rathore/afaqs!

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Categories: Air India Apr 2011