JOP Network, a subsidiary of JOP Group, will be introducing what is touted as India’s first life spirit channel, ‘Life Mantra’. Bharat Agarwal, CMD of the Group, is the visionary behind the channel.
Life Mantra will deliver content targeted at body, mind & soul with a holistic combination of lifestyle and spirituality to help audience gain a positive outlook in life.
Set to go on air in the second quarter of this year, Life Mantra will air a bouquet of programmes across genres of food, travel and spiritual lifestyle essentials in today’s modern day and age.
Sharing the rationale behind launching the channel, Urvi Agarwal, Director, JOP Networks said, “Spiritual Lifestyle as a subject is extremely close to our heart and we feel there is an ample potential and demand for content in this category. With our channel Life Mantra, we look forward to bringing our viewers closer to their spiritual self through holistic lifestyle programming with a global appeal for Indian audience. Our content will drive our audience towards the path of constant and conscious pursuit of living life to its full contentions.”
“Life Mantra will not be just a TV channel, but a brand that will soon be extended to various platforms. We are confident that the content on our channel will have a national as well as international appeal. Hence, we would be looking at introducing the channel at the global platform as well in future. Through the platform of Life Mantra, we aim to provide happiness to the modern day urban consumer,” she further said.
Targeted at the age group of 25-45 (Sec A&B), Life Mantra will be a free to air channel and distributed via all DTH, cable and satellite platforms across the country.
Agarwal don’t feel there is any competition for Life Mantra in the television space though there are few in the print and web genres.
Helios Media has been assigned the marketing and sales mandate for Life Mantra. Speaking on the assignment, Divya Radhakrishnan, Managing Director, Helios Sale said, “The concept of Life Mantra is very unique to the Indian television space. There are a plethora of brands that wish to place their messaging in such a positive environment and use its power to influence on to their brands.”
The channel is using mix of platforms such as digital, print, TV, radio, and OOH for marketing purposes and will also undertake activations and events to engage the audience and to create awareness.