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Essel Group’s Living Foodz appoints Helios Media to handle its ad revenue

MUMBAI: Essel Group-owned Living Entertainment has appointed Helios Media to manage the advertising revenue of its food and lifestyle channel Living Foodz.

Living Foodz will launch on 11 September. Privately held by Essel Group, Living Entertainment is planning to launch a clutch of factual entertainment channels. Essel Group also owns the media assets of Zee.

This is the first time that Helios Media will be handling the ad revenue of a channel from Essel Group.

Zee Living CEO Piyush Sharma said, “Living Foodz is a premium lifestyle brand catering to the urban Indian male/female audience with fine tastes in food and in all other finer aspects of life. I am sure the brand will benefit from the insights and sophistication that the Helios team brings. We are excited about this partnership and look forward to great success going ahead.”

Helios Media lately has focused on developing its specialisation in creating brand solutions via content in the food sector. Earlier, Helios was managing the ad revenue for FoodFood. Now it will exclusively manage revenue for Living Foodz in the food and lifestyle space. Helios Media also manages revenue monetisation of the food vertical for brand Femina.

Helios Media MD Divya Radhakrishnan said, “Our philosophy of ‘Beyond Obvious’ has the proof of content on being awarded a contract from Essel Group which owns Zee entertainment, the largest Indian media conglomerate.The recognition and faith instilled in Helios Media as a speciality sales organisation is truly a defining moment for us.”

Helios Media has developed an umbrella branding of ‘Brand Chef’, which is based on the philosophy that food is the new medium. For clients in the food sector, Brand Chef provides strategic inputs, content development, communication solutions and message delivery to the end consumer.

Helios Media COO Bala Iyengar added, “The team at Helios Media not only consists of master sales men but is ably supported by content experts, research and food experts who are aligned with us. We say very proudly, that we believe that we are the only team in the country, who is equipped to position speciality media products in the advertiser market.”

Living Foodz is a speciality channel in the lifestyle space with focus on food. The shows are to be hosted by India’s popular chefs and hosts. It will also include select picks from the library of Zee’s international channels.

Launched in 2011, Helios Media currently manages monetisation mandates of MTunes HD, Channel X, Fashion TV, Epic, FataFati, Spin TV and Green TV.

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