MUMBAI: Food Food has had a ‘sizzling’ new makeover. And it’s not just about the tagline.

The Sanjeev Kapoor-promoted television channel has given a fresh tadka to its shows and hosts, including adding 11 new ones to the existing pack.

Kapoor informs that a team was formed under the guidance of Helios, the ad agency which works closely with and provides creative inputs to Food Food for the repositioning exercise. It took 45 days of brainstorming and dipstick with industry, the in-house team and the audience to finalize the tagline.

We have to be ahead of the curve and have to be at leader position at all times says Sanjeev kapoor

“Sizzling is a term that has personality and can be related to food and is ‘Hot’. TV has a sense to it and today, the audience consumes TV with a sense of sight and sound. When we started brainstorming, one thing that became clear was that the tagline had to be relevant to the senses. And ‘Sizzling’ does that perfectly,” says Kapoor.

‘Sizzling’ is but a part of the series of changes the channel has undergone. “Sizzling has the attitude. We wanted a personality to the tagline and ‘Sizzling’ has it. The chefs in the shows and also the shows have all undergone a makeover. We have added more lifestyle shows, but the base is still food,” Kapoor points out.

While existing shows like Out of Africa and Hi Tea will continue to air on Food Food, the channel has come up with new shows such as Sunny Side Up and Becoming along with a couple of health shows. “We will also be launching a new ‘Sizzling’ show, starting January,” Kapoor informs. 

Additionally, some existing shows have had a name change. “So Sanjeev Kapoor’s Kitchen is now renamed as Cook Smart. Likewise, other shows have undergone a change. Right from the sets to the chef’s styling and the food, everything about the channel has changed along with the tagline,” says Kapoor.

Kapoor believes the channel has evolved from being ‘Food Food- Khusiyon Ki Recipe’ to ‘Food Food-India Ka Favourite TV channel’ and now ‘Sizzling.’

Says he: “At Food Food, we have always believed that we have to be ahead of the curve and have to be at leader position at all times. The change in positioning is a reflection of that.”

Kapoor believes he is in the food business and not the TV business. “We have been fortunate to have registered 85 per cent growth from February 2013 to October 2013,” says he.

To what does he attribute the growth? It’s not due to a clutch of shows but all the shows telecast on the channel. The other reason is the annual deals and close associations with FMCG companies like HUL and Nestle like: “Helios has been a game changer for us,” he says.

So has Food Food hiked ad rates? “Well, the current year focuses on taking on board all prestigious clients with offerings which is perceived as a value addition to both advertisers and viewers. Going forward, based on market dynamics, the ad rate may increase,” he informs.

Food Food, which already caters to Canada through ATN is now targeting US and Africa. “We may close the deal with US by the end of this month. We are also closely looking at Africa,” says Kapoor.

The channel which has a strong base in the north, is planning to move south however, Kapoor refuses to divulge details. “We have growth plans. But once we are about to close in on the plan, we will discuss it,” he says.

What’s this year looking like for Food Food? “Newer shows, more upscale positioning, better understanding of viewers and digital proliferation of content is our plan for 2014,” he signs off.