KL Rahul smashes all stereotypes about masculinity in MensXP's first digital cover

As publishers continue to evolve their business models beyond the core print medium, one media strategy in particular stands out: the digital cover. So much of today's industry talk revolves around synergies across social platforms, or pivots-to-video, or mobile optimisation — but producing a full-on digital cover is notable in that it looks to capture the platform's tangible essence.

MensXP - India’s biggest men’s lifestyle digital platform is launching its first digital cover that will feature KL Rahul, India’s next big cricketing star. With a highly engaged audience of 15 million millennials, MensXP is bringing different facets of the new age man to the fore of every conversation.

The latest edition of MensXP will unveil Rahul’s story. From the choices he made to the ones he didn’t, Rahul makes the most candid confessions in a no-holds-barred conversation with MensXP. In his most intimate interview ever, Rahul talks about how the men in his life influenced and shaped his journey, both personal and professional.

"I've faced judgements and stereotypes just like the rest of you. What kept me going was my belief in who I am, the belief that nobody could tell me what to be, the confidence to do what I was born to do and the courage to be my own version of a 'real' man", says KL Rahul in the video where he talks about what makes him a man.

Angad Bhatia, COO, Indiatimes Lifestyle Network & Founder of MensXP, says, “Being on the cover is a testimony of having arrived. For the longest time, print magazines have been selling on the back of a celebrity cover. Today, people are consuming 10 times more content online, a space mastered and ruled by digital-first magazines. Our digital cover is just a starting for many  firsts to come from MensXP. We are really excited with it and the consequent line up of covers for the year.”

Namrata Nongpiur, Editor, MensXP, says “The MensXP digital cover is our attempt to bring in the old-world charm of a print magazine and combine it with the power of a truly digital brand. Think beautiful packaging with great storytelling and add to that the mass reach of a social-first brand.”

The digital cover features an exclusive interview and a video where KL Rahul smashes preconceived notions about ‘manhood’. Manhood, in the 21st century, looks very different from what men from previous generations believed in. Through this cover story, and the video, he emphasizes the fact that men, today, are ready to step into the Newhood and that he is a part of the tribe that will change perceptions about men forever.


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