India's food lifestyle channel, FOODFOOD, a single channel entity, reaches across 35 mn households in India. In addition to key MSOs across the country, the channel is available on all major DTH platforms - Videocon d2h, Airtel Digital TV and Tata Sky and digital platforms pan India. The brand today is one of the most popular and talked about channels, in its genre, across the country.
The channel is all set to break its new campaign, on April 14th ,with a lineup of shows--an ode to home makers, concentrating on driving excitement and reinforcing the new positioning and statement that the channel is clearly differentiating itself from the plethora of ‘me too’ channels.
The campaign breaks with an array of fresh programming-- India Unlimited, Pure Sin, K for Kids, Cook Smart, Oriental food among others. It is complementing the channel’s stand of being a food lifestyle channel, with innovative content, creating a “wow” factor through the new line up. India Unlimited is food from various parts of India, in one platter; Pure Sin, a celebration of making desserts, which has been a part of our culture & traditions from time immemorial. From healthy deserts to desserts for occasions to all time favorite, this food genre is something exclusive for the viewers; K for Kids, is filled with adventure, fun and sparks from enthusiastic kiddy chefs on the show, churning out winning recipes; Cook Smart another master stroke from the Master Chef Sanjeev Kapoor; and introducing sumptuous mouth watering oriental dishes, the all time favorite with Indians.
Explaining the reason behind the campaign burst SK Barua of FOODFOOD channel said, “With the new campaign we are redefining the philosophy, positioning and the tagline that speaks volumes about the specially targeted content, across food genre. Our efforts are to reiterate our authority on food and reach out to our target audiences. This is the first campaign and going forward we want to continue to give best of food to our viewers.”
The campaign will address the youth and the matured viewers, and not to forget our die hard loyal viewers. Though Young in its looks, it can entice a whole generation with its mantra to learn easy-to-make food and enjoy food.
The 45 days campaign burst in Mumbai & Delhi, from April 14, will be across various media—outdoor, radio, digital, print, MSOs, social media…. With the new campaign the channel promises to attract, allure and engage the viewers – through social media, on-ground activities, on radio and television.
FOODFOOD is a joint venture between Asia’s leading cross-media group, Astro Overseas Limited (Astro), MasterChef Sanjeev Kapoor and Mogae Consultants