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Livingfoodz.com hits 2.4-mn user mark; In lifestyle top 10 in comScore
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Friday, 10 January, 2020, 12 : 00 PM [IST]
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Our Bureau, Mumbai
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livingfoodz.com, the digital arm of LF, India’s premium multi-platform lifestyle brand from the Essel Group, with a presence in television, digital and events hit the 2.4-million users mark recently. Securing the top 10 position (excluding food e-commerce) in comScore has placed it ahead in lifestyle over many legacy players, owing to its unique content, its distinctive focus on trends and television catch-up.
Speaking to the curious at heart who love to explore, travel and live life to the fullest, the portal caters to the adventurous foodie, the intrepid traveller, and health conscious individuals who are looking for quality content.
Apt for millennials who are savvy, digitally connected and consume content on the go through their handheld devices it is popular for its unique, well-researched features on global trends and local events. Its digital footprint cover local and global Indians who love to engage with easy, actionable and inspiring content.
Commenting on this milestone, Amit Nair, business head, LF, said, “livingfoodz.com has become a content haven for food and lifestyle enthusiasts. The top 10 rating has given us a nod as a dynamic destination for new-age content that is differentiated. What started out as a food platform has branched out as a destination for everything lifestyle.”
The digital arm of LF has topical, fresh and original content that is uploaded every day. The website explores topics beyond LF TV—be it trendy features, DIY (do-it-yourself) ideas, quick and easy recipes, authentic reviews, kitchen and home hacks or health and wellness ideas. You can also read fun interviews with Bollywood celebrities, chefs and other experts, and watch recipes as well as original videos.
Ashish Sehgal, chief growth officer, LF, said, “I truly believe that the future of content is video, and it is platform-agnostic.”
“Hence, with this core objective in mind, we create relevant right-size content for right medium for maximum traction. Most importantly, as per me, platforms synergistically co-exist for varied tastes-spaces of the consumer, hence are to be treated as co-opetition and not competition,” he added.
“One such case in point is our exquisite, expert-driven, actionable content on holistic lifestyle website livingfoodz.com, which not only allows us to reach global audience and speak to a larger set of consumer base who follow us and are dedicated users of our platform, but viewers also have the opportunity to do relevant catch-up on LF channel,” Sehgal said.
From videos featuring Russell Peters’ take on the quirks of being a stand-up comic to Worli: Mumbai’s fishing village fights for survival, the content is intriguing and educating at the same time.
Website stories such as New-age Tiffin Services are Taking Over the Indian Lunch Hour made for interesting reads, while Why We Suspect Krishna Was on a Keto Diet stirred up quite a few giggles.
Travel and home décor stories are also an important segment on the website, with to-the-point and factual data to help readers plan their getaways.
Case study: Mamypoko Pants
Livingfoodz.com also provides its brand partners engaging ideas to host content created for the brand. The microsite has redirection to e-commerce sites as path to purchase is available.
Very recently, they executed this integration for Mamypoko pants for the show Mother’s Menu, wherein the exclusive digital site showcased a recipe booklet featuring 30 recipes from the show.
It also showcased exclusive editorial reader-friendly stories on mother and baby that were aligned to the brand.
Speaking on the success of the association with LivingFoodz.com, Yuji Ikeda, marketing director, Unicharm India, said, “Mothers today are actively seeking information to guide them on their child’s development. MamyPoko as a brand supports the needs of these mothers by creating and associating with platforms that support them on their beautiful journey of motherhood. We are delighted to have partnered with Mother’s Menu on LF that came with this beautiful idea to educate on the correct nutrition for both mother and child.”
Divya Karani, chief executive officer, Dentsu X, said, “To align and amplify our brands’ ethos and purpose, we partnered with Livingfoodz, to tap into the most pertinent subject of health and nutrition of young mothers and their newborn infants.”
“While the mother is fully devoted to the infant, it is our responsibility to remind her of her body needs in addition to what is good for both of them. Simply because healthy mothers make healthy babies. Our responsibilities to MamyPoko consumers; both mother and infant, go much deeper to their health and wellbeing,” she added.
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