Fox Life India has revamped its look, bringing in an evolved brand ethos of ‘Never Stop.’ It is teamed up with a string of three upcoming shows, which will kick off with Masters of Taste with Gary Mehigan. The channel is also in process of developing a new season of Design HQ and the third season of Great Escape.
Speaking more about the selection of the content, Swati Mohan, Business Head, National Geographic and Fox Networks Group, India, said, “Our priority is to give content that is relevant to Indian viewers, rather than insisting that it has to be produced here. In about 2010-11, when the channel was still called Fox Traveller, we were among the first ones in the country to start producing premium quality unscripted content. We have been producing about four to five series every year, since then. The production quality is such that it seamlessly integrates into a channel that has predominantly international acquired content.”
The channel had launched a few shows, including Spirited Traveller with Kiran Jethwa last year and Serve It Like Sarah, which are now airing across the world. Once shows are aired in the premiere country, they are generally taken to other countries. Even with Masters of Taste with Gary Mehigan, a lot of conversations have started and there is high excitement around the show, said Mohan.
The brand’s new tagline intends to remind them that there is always more to do, learn, experience and share. The new show, Masters of Taste with Gary Mehigan, will bring the renowned chef to India to meet the top chefs in the country to get inspired by and learn from, and get an up-close look at some of their recipes, styles and techniques. Premiering on February 26, at 9pm, this 15-part series, which is also his first-ever India production, will give an exclusive sneak peek into the behind-the-scenes-action at India’s best restaurants in true Fox Life style.
It was in June 2014, when the channel was named as Fox Life India, changing the name from Fox Traveller. In the last three-and-a-half years, the channel has expanded both – the number of advertisers and categories too.
Mohan added, “Our shift from Fox Traveller to Fox Life was completely focused on getting into more aspects of lifestyle which expanded the categories of advertisers for us. We got into home decor, BYOB (startup culture), grilled (restaurant startups).”
Branded content is another aspect that has shown great prospects in the lifestyle genre, just like all the other genres of TV channels. Mohan said, “The brands want to communicate their brand ethos through content because they see a lot of synergy between what they are trying to communicate and the consumer that we are trying to communicate to. For example, in the first season of Great Escape, Kalki Koechlin was riding a Himalayan, but it was critical it was done in a manner that it matched her personality and was subtle. We had to be careful that it doesn’t look like a plug.”
In the upcoming show, Mehigan will be seen decoding exquisite innovative food concepts that are dynamically changing the consumption preferences, lifestyle and social scene in India. From food heritage walks to conversations and challenges with masters of Indian taste, the show will feature Chef Atul Kochar, Ranveer Brar, Saransh Goila, Chef Kelvin Cheung, Chef Shantanu Mehrotra, Chef Thomas Zacharias and the culinary maestros Zorawar Kalra and AD Singh. The show will also see a lot of light hearted moments with the likes of Ileana D’Cruz, Nargis Fakhri, Vishal Dadlani, Purab Kohli, Cyrus Sahukar, Rohan and Gursimran Khamba of AIB, playing sous chefs to Mehigan.
Mehigan said, “Apart from it being my first-ever Indian production, it allowed me to step down as an expert and get to be a student after a really long time. Fox Life is synonymous with new experiences, always urging the viewers to go and explore more and want more from life. A mix of travel, extraordinary food and a lot of surprises, this is surely one of those shows that epitomises the brand’s philosophy and helps viewers re-discover the joys of great food and culinary experiments.”
This new and dynamic positioning, supported by a premium and sophisticated on-air look and packaging, brings with it an entire new line up of lifestyle programming perfectly married to the philosophy. The new shows include The F Word with Gordon Ramsay, Amazing Hotels, Style Factory and Inside Dior, Great Escape 3 or entertaining viewers with reality TV in the form of Hell’s Kitchen and Grilled.
Mohan said, “The new initiatives will aim to go beyond the ordinary with its 2018 content line-up and bring exceptional experiences that viewers rarely sought and explored. We couldn’t have thought of a more fitting way to kick off this refresh than with the extraordinary journey of an even more extraordinary international chef here in India.”
Produced by Endemol-Shine-India for Fox Life, ‘Masters of Taste with Gary Mehigan’ not only embodies our new brand proposition in a homegrown show and format, but also underlines our commitment to bring acclaimed talent and journeys to our premium consumers. And we’re just getting started!”