Helios bags sales mandate for FoodFood

28 Jan,2013

By A Correspondent


Leading food channel has awarded its revenue monetization mandate to Helios Media, the Divya Radhakrishnan-led speciality services company for broadcasters with verticals in sales, marketing, content advisory, content syndication and research and traffic management. The mandate was earlier held by Media Agnos.


FoodFood is a joint venture between well-known Chef Sanjeev Kapoor and Malaysia-based media conglomerate Astro Media. Chef Kapoor is well-known for his popular shows like ‘Khana Khazana’ on Zee TV and his recent association with ‘Masterchef’ on Star Plus. Confirming the news, Chef Sanjeev Kapoor, Co-founder & Director of 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 has just celebrated its second anniversary and has been popular among the core segment of women for its programming, like the most recent ‘Secret Recipe’ and other popular shows like ‘Sanjeev Kapoor’s Kitchen’, ‘Turban Tadka’, ‘Mummy Ka Magic’ and ‘Style Chef’.


Divya Radhakrishnan

Commenting on the win, 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 primetime reality shows, we know that the food space is just beginning to simmer. ”


Adds Bala Iyengar, Business Director of Helios Media: “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 glorious heights.”


Meanwhile, Media Agnos – set up by seasoned broadcast professionals Abraham (Abe) Thomas and Sumit  Gupta – will continue to handle the mandate for NDTV Good Times and Explore TV amongst others.


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