The food and lifestyle channel from ZEEL aims at building a number of intellectual properties in the form of annual live events
BestMediaInfo Bureau | Mumbai | August 9, 2016
The food and lifestyle channel from the ZEEL stable, Living Foodz, launched the Powerlist Awards, its first on-ground event. The awards celebrate the outstanding contribution of chefs, bloggers, photographers, authors, critics, stylists, nutritionists, start-ups, restaurateurs and television hosts in the industry.Â The channelâs future plan includes building various intellectual properties in the form of annual live events.
Explaining the idea behind the awards, Amit Nair, Business Head, Living Foodz said, âWe launched the brand Living Foodz as a brand-centric step, including TV channel, live events and experiential marketing, among others. These awards too are one of the many B2B events that we will bring up. We will be doing about two to three more events in this year. The strength of a media brand comes in as we can give it a 360-degree play -- TV, social media and live event.â
The channel and the brand Living Foodz target NCCS A, which gives the channel immense scope to tap advertisers from categories outside food and beverages. Nair explained, âWe donât present food as food, we present it as a lifestyle. Hence, we have a lot of advertisers from the categories outside the restricted food and eatables category. These include Samsonite and Airtel among many others.â
The channel has launched its first series set outside India. Taste Down Under and Vickypedia with Chef Vicky Ratnani is a 16-part series in Australia, where the host not only talks about food, but also about special attractions of the country. Many more countries will be covered in more such upcoming series where stories are told with the Indian point of view.
Piyush Sharma, CEO (India and APAC region), Zee Living said, âThe award show will make on-air content of not more than an hourâs episode with about two to three repeats. Living Foodz is a food media brand and not just a TV channel. We are in a brand-centric multiplatform environment.â
The channel will soon launch five new shows in the coming quarter. The award show has Catch as presenting sponsor, while Bisleri and Ask Me are associate sponsors. The Roseate House, New Delhi, was the official venue partner for the event.
The jury for the awards included personalities like AD Singh, Karen Anand, Kunal Vijaykar, Nikhil Agarwal and Rushina Munshaw Ghildiyal.
Speaking at the event, Punit Goenka, MD and CEO Zee Entertainment Enterprises Ltd said, âI am extremely proud to witness the growth achieved by Living Foodz over the last year. It is the most viewed and most loved channel in the food and lifestyle genre. Food as an element, positively impacts each one of us, no matter whichever social spectrum weâre present in. Also the landscape of the food industry is evolving at a tremendous pace. Hence, the Living Foodz-Powerlist Awards endeavours to honour the influencers and thought leaders who are changing the dynamics of the food industry, as well as the social media mavens and unsung heroes whoâve made a social impact and improved access and availability.â