Helios Media to sell ad slots for YouTube channel, SanjeevKapoorKhazana

The focus will be to integrate various brands and their products into the content that the food-based channel streams on YouTube.

Ad sales agency Helios Media is now venturing into ad-sales on the digital platform. To start with, it has won the duties of SanjeevKapoorKhazana, the YouTube channel of celebrity chef Sanjeev Kapoor. The agency is already handling the ad-sales mandate for Kapoor's television channel, Food Food. The focus while dealing with the YouTube channel will be to integrate brands and their products into the content of the channel.

Divya Radhakrishnan, MD, Helios, says, "Food is the most popular segment after Bollywood on YouTube and Sanjeev Kapoor is a known name. What we are trying to do with integrations is something new, but I believe there is a huge scope." SanjeevKapoorKhazana generates over 85 million views till date, as per the statement released by the company. Helios will work to embed brands' messaging within the content of the channel.

In an official communiqué, Chef Kapoor adds, "Sanjeevkapoor.com was one of the first websites to make its presence in the country. Being a pioneer in the space, it is quite evident that our YouTube channel has garnered a huge subscriber base of 2.7 lakh. Our popular videos generate as much as 1mn plus views. This therefore becomes a great destination for brands to not only reach a large consumer base but also to capture the most appropriate mind-space. Helios Media has been partnering us on monetising FoodFood for a year now and I believe in their understanding of the space and the skill to position brands in the right environment."

The obvious categories to approach for the channel will be food and beverages based products and brands. The agency is in talks with four brands and the content is being shot for two of them.

Radhakrishnan further comments, "We strongly believe that TV has grown beyond just providing reach and its content has the power to influence. Therefore it is important for commercial messaging to chase the content irrespective of the screen it comes on."

Helios Media has augmented its existing team with a central digital team in Mumbai under Kirtan Mankad, who has earlier worked with UTV, Zoom and Hungama.

This expansion adds to Helios' existing portfolio of MTunes HD (music TV channel), Channel X (Bollywood channel), FoodFood and Fashion TV.