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Channel Launch
India's First Dedicated Food Channel
2017-2018
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Successful channel launch
INDIA'S FIRST DEDICATED FOOD & CULINARY CHANNEL
Overview
The launch of India's first dedicated food channel, celebrating the country's rich culinary heritage through cinematic storytelling, chef-driven content, and regional cuisine exploration.
As creative director, i developed the channel's visual identity, on-air design system, and content strategy that positioned Food Food as a premium destination for food enthusiasts across India.
(PROJECT DETAILS)
Client
Living Foodz (Essel Group)
Role
Creative Director / Brand Architect
Deliverables
Channel Identity, Launch Campaign, Content Strategy
Scope
On-Air Design, Promos, Digital, Print, Outdoor
Context
The Indian television market lacked a dedicated food channel despite the country's rich culinary traditions and growing food culture. Food content was scattered across lifestyle channels with inconsistent quality and positioning.
Urban Indian audiences were increasingly interested in gourmet cooking, regional cuisines, and chef-driven content, but there was no premium destination catering to this demand.
Objective
Launch India's first dedicated food channel with strong brand identity
Create a premium visual language celebrating Indian and global cuisines
Develop comprehensive on-air design system and content templates
Position the channel as the destination for food enthusiasts
Build awareness and drive viewership in competitive market
Strategy
Developed sophisticated visual identity system celebrating food as art
Created cinematic photography style showcasing landscapes and cultures of food
Designed premium color palette and typography reflecting culinary excellence
Created comprehensive on-air graphics package and motion design system
Developed show packaging templates for diverse content formats
Designed channel idents celebrating regional Indian cuisines
Led integrated campaign across television, digital, print, and outdoor
Produced launch films featuring celebrity chefs and culinary journeys
Created social media content strategy driving audience engagement
Curated programming mix balancing entertainment and education
Developed content pillars: Regional Cuisine, Chef Stories, Food Travel, Techniques
Established visual standards for food photography and cinematography
Impact
#1
Food Channel in India
2m+
Weekly Viewership
Successfully launched India's first dedicated food channel with strong market positioning
Achieved 2+ million weekly viewership within first six months
Created scalable design system supporting 15+ original shows
Won industry awards for channel branding and on-air design excellence
Established Food Food as synonymous with premium culinary content in India
Built foundation for channel's continued growth and market leadership
Cinematic food photography capturing the landscapes and cultures of food across India
