Introducing the most talked about bi-monthly Entertainment & Lifestyle Glossy Magazine “HIP”, a pictorial, charming & advertorial based magazine, dedicated to the twin cities of Hyderabad & Secunderabad. It is for and by the people of our beautiful cities and covers important local events and lifestyles. It serves as an update on what has happened and what is happening in the city. The main focus of the HIP is to keep readers abreast of the latest happenings in and around city. This Magazine not only gives an insight on the happenings in the city but also be a source of great reading material. It has the latest information and trends in Lifestyle, Fashion, Family fun, Health and Beauty, Hollywood, Bollywood, Interiors, wheels, Gadgets & Gizmos, Deals & Steals, check in & out & munches and many more ready use information besides cut and use vouchers etc. As per our survey, monthly on and average city Cab carrying 48,000 domestic and international passengers to and fro airport to city. The Magazine will be distributed free to the passengers and also available on stands for sale at leading BOOK STORES, MALLS, HOTELS, SOFTWARE OFFICES, MODERN VILLAS, APARTMENTS, CABS to ensure easy availability. The target viewers of the magazine are “trend setters, educated, and have high disposable income” and are described as "hip, trendy, mobile, club-wise and always looking for the new HOT thing", and most importantly, are "very local to those [advertisers] who directly target them." It therefore forms an excellent and affordable medium for niche marketing.

 “HIP” is a brand new concept in print media and magazine's feature kit reveals that it's going to exists primarily as a way of reaching a coveted marketing group. The magazine is an 96+4 page English publication with 6 issues per year, it represents a privileged and regular link with passengers. It will help passengers turn wait and travel time into entertainment time.