Suveer Bajaj, Co-Founder of FoxyMoron & Zoo Media launched Man’s Life, India’s Premier Lifestyle Destination for Men. The lifestyle brand will be based on a content-community-commerce model and will be featuring interest-based video and written content on Sports, Lifestyle, Auto, and Entertainment. The sports editorial will be led by popular television presenter and sports commentator Suhail Chandhok. The lifestyle editorial will be led by consulting editor and actor Eva Pavithran. The entertainment editorial will be led by the presenter and content creator Chinmaya Sharma.
India has 696 million internet users of which 67% are men. Still, 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. All the content opportunities of the brand 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.”