Press Releases2016

Apr 22, 2016
Launch of 'Ganga, The Soul of India' Celebrated by Living Foodz through a Cultural Extravaganza

Have you ever danced with local tribes and learnt how to make eco-friendly mud houses from them with your bare hands? Have you ever visited a place where every view looks like it is from a fairy tale or zip lined across a raging river... all in a single, life-changing journey?

The much-awaited show on Living Foodz, Ganga - The Soul of India captures all this and more as it chronicles Dia Mirza's journey along the most revered river in the country. It gives viewers a never-before opportunity to experience the culture, history and cuisine offered along the banks of the sacred Ganges. The show marks an important milestone for the channel, as proudly pointed out by the Living Foodz team.

The mega launch of Ganga, The Soul of India was celebrated at a glittering event on Tuesday, April 19 at Four Seasons, Worli. The show, which marks the entry of Dia Mirza into television as the host, had already garnered a fair bit of curiosity, resulting in a huge turnout of electronic, print and digital media, bloggers, travel enthusiasts and entertainment columnists. The highlight of the event was the spectacular COFFEE TABLE BOOK which Dia unveiled along with Piyush Sharma, CEO - India and APAC region for Living Group of Channels, Amit Nair, Business Head of Living Foodz and Srikant Malladi, Programming head of Living Foodz. The book captures the picturesque locales and enchanting experiences of Dia and the team during the shoot.

The media who attended the launch event listened intently to the interesting show-related anecdotes shared by Dia and the production team. The intrepid travellers among them expressed interest to visit the destinations showcased on the show. The launch also generated an unprecedented interest and conversations online about the show

One of such tweets by veteran journalist Ajay Brahmatmaj read "Congratulations @deespeak looking forward for #GangaTheSoulOfIndia must be a soulful journey of #Ganga."

The Living Foodz team went the extra mile to ensure that the attendees had a rich cultural experience at the event. They were treated to delicacies like north Indian chaat, popular summer thirst quenchers  such as aam panna and chaas, and 'localised' desserts such as 'paan panna cotta' that reflected the culinary landscape of the towns and cities showcased on the show.

An excited Dia Mirza said, "It is impossible for me to encapsulate in a sentence the boundless joy, the learning, the discovery, the adventure "Ganga -The Soul of India" has brought to my life. For those seeking to define the idea of India, this is the journey to be a part of!"

Through sustained media outreach, strategic marketing campaigns and partnerships, and an aggressive digital presence, LIVING FOODZ has sustained its leadership position in the genre week on week until now.

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