Campaign India Team
Jan 29, 2013

Helios Media to handle FoodFood

‘We know that the food space is just beginning to simmer’, says Helios’ Radhakrishnan

Helios Media to handle FoodFood

Helios Media has announced that it has bagged the revenue monetisation responsibilities for food channel FoodFood, a JV between Malaysia-based Astro Media and Indian chef Sanjeev Kapoor.

Kapoor, co-founder and director, FoodFood, said, “Our decision to partner with Helios Media is based on our assessment of its team's strength and ability. In a unique offering and destination such as FoodFood, it is imperative that the team has deep understanding of aspirational needs of brands and viewers alike. The  passion displayed by Helios reassures me that it would not only meet FoodFood's expectation but also exceed it.”

The channel recently celebrated its second anniversary, and targets women as its core audience.

Divya Radhakrishnan, MD, Helios Media, said, “We are extremely honoured for the faith instilled by Sanjeev and team on Helios Media and for awarding us the business. With a dedicated food channel and even the GECs going the food route with prime time reality shows, we know that the food space is just beginning to simmer.”

Bala Iyengar, business director, Helios Media, added, "Helios Media has the ability to not just sell space, but sell brand perceptions as well, and that is extremely critical in the niche channel scenario. We are confident about synergizing the FoodFood brand values with the clients’ marketing objectives to give solutions working for both the channel and the advertisers. With our strong infrastructure of teams across the country and evolved process, we are all set to take FoodFood to its glorious heights."

Launched in November 2011, Helios Media currently manages sales, marketing, advertising, media and social media activities of two music channels from Pioneer Channel Factory: MTunes and Music Express. The company is also the Indian franchisee for World Media Connect, which distributes Indian TV content in USA , UK and Canada. Helios Media operates through a 30-member team spread across Mumbai, Delhi and Bengaluru.

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