MxMIndia

Tag: MensXP

  • To scale up the company’s brand-building capabilities

    Mensa acquires MensXP, iDiva, and Hypp from Times Internet

    By Our Staff

     

    Mensa  Brands, a startup unicorn led by ex -Myntra CEO Ananth Narayanan, partnered with India Lifestyle Network (ILS) and acquired MensXP, iDiva, and Hypp from Times Internet. The latest acquisitions will enhance Mensa’s digital brand-building capabilities and provide synergies in building a next-gen, digital-first consumer company, notes a communique. Post-acquisition, the three platforms will continue to operate as independent brands and destinations in their respective segments.

     

    Said Ananth Narayanan, Founder & CEO of Mensa Brands: “Our vision at Mensa is to build a technology and content-enabled portfolio of lifestyle brands. With MensXP and iDiva’s deep understanding of the young Indian audiences, robust content creation capabilities, and credible creator network, together we will build clutter-breaking and culture-defining lifestyle brands. We are excited to partner with Angad and his team as they bring complementary skills while sharing common values. We look forward to harnessing the synergies we share and build customer-loved household brands. ”

     

    Added Satyan Gajwani, Vice Chairman of Times Internet, said: “We are proud to have nurtured and developed such iconic brands for the next generation of India. More than just being content destinations, these brands have proven to be impactful in shaping customer purchase behavior. Ananth and Mensa have a powerful concept, and these businesses will certainly help accelerate their vision. We are proud of our teams and of Angad, the leader and conceptual force behind the businesses, and wish them the best at Mensa.”

     

    Angad Bhatia, Founder & CEO MensXP, iDiva, said: “At our core, our brands have always created stories that matter to this generation. India Lifestyle Network started as a way for our community to consume media. It is increasingly becoming a platform where they discover new products, get inspired by fashion, beauty, and health, and make better lifestyle choices. India Lifestyle Network and Mensa will together be a formidable force in content commerce. We are excited to work closely with Ananth and the larger Mensa team in building a house of brands.”

     

  • It is a multimedia campaign led by TV, print and digital, being launched nationally

    MensXP unveils inaugural brand campaign

    By A Correspondent

     

    MensXP, the online men’s lifestyle brand from Times Internet, has launched its maiden brand campaign.

     

    Speaking about the campaign, Pratik Mazumder, CMO, Times Internet, says: “Our first campaign ‘Welcome to the Newhood’ celebrates the man you chose to become. Role of a man in the society has evolved with time. From just being an alpha and brute sect, the definition of being a man is broadening. There is no one way manhood can be defined. Its codes are ever changing. We aim at positioning MensXP as the lifestyle destination for this new-age man.”

     

    The campaign has been jointly conceptualised and executed by creative and digital agency, From Here On communications (FHO) and Times Internet’s in-house creative team.

     

    Said Angad Bhatia, COO, Indiatimes Lifestyle Network & Founder, MensXP: “We at MensXP explore the codes of manhood and pursue the most interesting stories of and around men. From the ones who break stereotypes to the one who make new ones, we engage them all.”

     

    Added Rajesh Aggarwal, CEO, FHO: “The team was thrilled about the brief because here was a product/brand that was all about relooking the stereotypical codes and labels associated with manhood and relaying the ethos in a way that portrays the realities of new age manliness, this is a clutter breaking campaign amidst the cacophony.”