Suveer Bajaj, Co-Founder of digital advertising agency FoxyMoron and media network Zoo Media, has announced the launch of Man’s Life, an exclusive men’s lifestyle publication.
The digital publication is India’s premier lifestyle destination for men, featuring interest-based video and written content on sports, lifestyle, auto and entertainment. Leading the sports editorial is television presenter and sports commentator Suhail Chandhok. Consulting editor and actor Eva Pavithran will lead the lifestyle editorial. Presenter and content creator Chinmaya Sharma will lead the entertainment editorial.
Man’s Life aims to revolutionise male-focussed advertising with its ‘content community commerce’ model, wherein all content opportunities 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.
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 the 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 personalised content and experiences. And I am confident that we are on the cusp of an elevated integrated consumer experience.”
Suhail Chandhok, Sports Editor of Man’s Life, added, “Sport always brings a sense of uplift and with everyone being home and video content consumption being at 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.”
The first phase of Man’s Life will be a video-first content approach by creating video IPs and branded content solutions with upcoming influencers. These creators will act as digital brand ambassadors for Man’s Life aiding building of the digital community. The platform currently offers brands services such as creating video IPs, advertiser funded programmes, advertorials, white labelled content, affiliate marketing, native advertising opportunities and influencer marketing. The second phase will introduce the e-commerce aspect of the business model and introduction of regional content. As well as three more content verticals, e-sports, gaming and fantasy; finance; and sex and relationships. Man’s Life is published by Mammoth Media, the new-age media publishing house of Zoo Media.
Man’s Life brand film: