Suveer Bajaj, the co-founder of FoxyMoron and the media network Zoo Media, has announced the launch of Man’s Life, an exclusive men’s lifestyle publication. It is published by Mammoth Media, the new age media publishing house of Zoo Media.
Leading the sports editorial is a popular television presenter and sports commentator Suhail Chandhok. Consulting editor and actor Eva Pavithran will lead the lifestyle editorial. And presenter and content creator Chinmaya Sharma will lead the entertainment editorial.
India has 696 million internet users of which 67% are men. However, there is no one-stop ‘men’s only’ generalist content destination, as the overall digital publication ecosystem is fragmented. Man’s Life aims to revolutionize male focussed advertising with its ‘content community commerce’ model, wherein all content opportunities will eventually become shoppable. Through advertised brand products, services, and even experiences, brands have been offered the opportunity to convert ROAS metrics (engagement and likes) to deliver ROI in the form of sales.
Speaking on the launch, Suveer Bajaj said, “Since we started FoxyMoron 13 years ago and now with the backing of the Zoo Media network, we’ve been the market leaders in building engaging online communities for women. These were focused on marquee FMCG brands, e-commerce platforms, and publications. However, we observed a massive gap in advertising options exclusively for men. We thought if we have successfully built brands for our clients through the network over the years, why not create our own brand leveraging our own skills and experience? I believe that Man’s Life community will be integral in dictating the consumer journey from the discovery to the trial phase. It will drive the decision-making through a data and tech-enabled approach, by serving personalized content and experiences. And I am confident that we are on the cusp of an elevated integrated consumer experience.”
Sports Editor of Man’s Life, Suhail Chandhok added, “Sport always brings a sense of upliftment and with everyone being home and video content consumption being at an all-time high, I’m excited about leaning on my experiences to engage with millennial and Gen-Z sports fans through relatable content and also spark some really interesting conversations.”
The first phase of Man’s Life will be a video-first content approach by creating video IPs and branded content solutions with upcoming influencers. These creators will act as digital brand ambassadors for Man’s Life aiding the building of the digital community. The platform currently offers brand services like creating Video IP’s, Advertiser Funded Programmes, Advertorials, White Labelled Content, Affiliate Marketing, Native Advertising Opportunities and Influencer Marketing.
The second phase will introduce the e-commerce aspect of the business model and the introduction of regional content. As well as three more content verticals, esports, gaming and fantasy; Finance; and Sex and Relationships.
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