The New & Re-imagined

One of the most preferred lifestyle platform for Indian men, has gone for a complete makeover with its brand new site re-design. What started 3 years ago as India’s first online men’s lifestyle destination is now completely re-imagined. With an aim to inspire its readers, large images, responsive design and contextual communities dominate the re-design

“Our objective was simple – to fully disrupt lifestyle content consumption in the digital space – starting with India. Period! We have great content on MensXP, and we wanted to build the best possible experience around it – a new benchmark for the industry”, said Angad Bhatia, founder and business head, voice

“With this our course was set, and we dove into creating an inspiring, fun, cool and upbeat platform that embodies the true wishes and desires of the modern Indian man – a digital consumer. The MensXP reader”, he added.

The primary change in MensXP is the introduction of communities. Users can now simply follow any of the communities and get content updates with some of the most popular communities being: Entrepreneurship, Break-ups, Body building, Weight Loss, and Style trends.

The revamp also places a lot emphasis on visuals now with large high resolution images dominating the new design. The new MensXP is also built for native content advertising with two of the most important aspects for the advertisers, beyond reach and engagement, being the environment (positioning) & the emotion of the ad. In order to build high impact advertising opportunities, MensXP took a lot of inspiration from high quality premium print magazines and built its ad units for maximum share of voice and high impact.

With regards to the change in MensXP’s content strategy Angad Bhatia says, “We really care about the experience of users on MensXP, and we don’t try to trick them for short term gain. We pay as much attention to the images in an article, as the research and the copy itself. If a user has decided to cut the competition to come to MensXP, we want to make it worth their while.”