A year ago we were charting down a media plan for a client, trying to identify generic content platforms where advertisers could target men exclusively. Our options were limited to publications that focussed on luxury or specific interests or search engines or social media and OTT platforms. India is home to 696 million internet users, of which men contribute to 67%. This insight brought us to the realisation that the digital publishing ecosystem is fragmented and advertisers are starved of generic content platforms that target ‘men’ exclusively. We decided to leverage this opportunity.
Building online communities wasn’t a new concept for us. For the past decade, with FoxyMoron and now with the backing of the agencies within the Zoo Media network, we’ve been at the forefront of building marquee women-centric brands. So we asked ourselves two questions. If we’ve done this successfully for women-centric brands, can we do it for men? And if we’ve efficiently serviced so many brands, why can’t we launch our own?
In early 2020 amidst the first lockdown, we decided to amalgamate our insights and expertise to create our own media company, Mammoth Media. It marked the launch of our ambitious debut project we now know as ‘Man’s Life’.
What is Man’s Life?
Man’s Life is India’s premier lifestyle destination for all things auto, tech, sports and lifestyle.
Man’s Life: Distinctive Edge
← The Content-Community-Commerce Model: Different marketing tools have different roles to play in a consumer’s journey. With the content-community-commerce model, we are able to change the advertisers’ narrative from ROAS (Return on Advertising Spends) to ROI (Return on Investments). Content deliverables are typically measured through engagement (likes, shares, comments, impressions etc.). With the Man’s Life’s model, we’re giving brands the avenue to monetise the sum invested in creating a particular campaign by plugging in commerce opportunities and adding the measurement metric of sales via their content.
← Influencer Connect: We are collaborating with influencers in auto, tech, lifestyle and sports. The idea is to tap into their existing and growing communities who will transform into our brand as well as market on their channels. Advertisers will have the dual benefit of editorial content as well as advocacy and engagement.
← Video First Approach & Multitude of Services: Most publishers begin with text and later move on to video formats. However, Man’s Life has started with a video-first content approach across all content verticals. Besides video IPs, Man’s Life will be offering services like advertiser funded programmes, advertorials, white label content, affiliate marketing, native advertising opportunities and influencer marketing. We are also in the process of building video IPs that will rest on YouTube and SVOD platforms.
← Editorial Powerhouse: Unlike most start-ups, we did not have to bootstrap with editorial talent. We have already got on board a powerhouse team. We have notable sports commentator Suhail Chandhok leading the sports editorial. Actor and content creator Chinmaya Sharma will lead the entertainment editorial. Journalist and actor Eva Pavithran will be leading the lifestyle editorial.
We are looking at a future where all content opportunities will become shoppable. Man’s Life will help advertisers and marketers design a narrative that is absolute in all the stages of the purchase funnel.
Since our launch in May 2021, the response has been overwhelmingly positive. Brands are proactively reaching out to us for collaborations and are interested in exploring this avenue. Our subscriber base has grown significantly and so has the time being spent on our website. By 2025, if one were to assert that 30-35% of the spends will be influenced by Digital, therein lies our biggest opportunity!
