In today's fast-moving digital landscape, staying updated with the news and stories that truly matter can feel overwhelming. That's where Hook steps in - your ultimate video-first KnowHub, designed to bring you the most relevant, engaging, and insightful content in a way that fits seamlessly into your life. Whether you're after quick-hit news updates, deep-dive podcasts, or thought-provoking discussions, Hook curates the best of trending topics to keep you informed, entertained, and always ahead of the curve.
Hook Media Network is India's Curiosity Engine, uniting Creators, Culture, Community and Commerce within a single house of IPs that spans News, Lifestyle and Entertainment, Business, Health and Wellness, Sport, and creator-led programming.
Hook Media Network is a digital media platform and content network that operates through websites, apps, and social channels. It unites popular brands like MensXP, iDiva, and hypp under one ecosystem for news, entertainment, and creator-led storytelling.
Hook Media Network stands apart through its Curiosity Ladder – a storytelling design that guides users from a quick tap to deeper understanding and actionable insight.
Its content design is simple and bold, with large typography, strong imagery, and intuitive labelling.
Beyond news, Hook adds utility and usability through tools such as Look Book, buyer guides, and live scorecards.
RP-Sanjiv Goenka Group acquired Editorji in 2020 and launched Hook, a video-first news app and portal, in 2025.
The portfolio gained significant breadth with the addition of MensXP, iDiva, and hypp.
MensXP brings together a large community of men's lifestyle content and strong editorial depth.
Website: Mensxp.com; YouTube: mensxp; Insta: @mensxpofficial
iDiva adds a vibrant women's lifestyle community with bold, relatable storytelling.
Website: idiva.com; YouTube: idivaofficial; Insta: @idivaofficial
hypp contributes a creator engine featuring some of India's top influencers and talented in-house creators.
Insta: @hyppofficial
Together, they have transformed Editorji from a video news service into a connected content ecosystem that enhances reach, discovery, culture, and commerce, strengthening the overall brand.
Gen Z News Seekers (18–24): Fluent with reels and stories, seeking fast clarity without noise.
Young Professionals (25–34): Time-starved, looking for contextual insights that help them sound smart at work and in conversations.
Culture Surfers (All Ages): Passionate about films, music, lifestyle, tech, and sport, and open to product discovery.
Major Milestones
Hook Media Network has already established a broad cultural footprint.
The India Story has hosted senior policymakers and business leaders; Men's Locker Room has featured creators and artists; and iDiva has revived South Delhi Girls alongside a new sexual wellness show with Dr Cuterus.
The network's digital covers featuring celebrities such as Jaideep Ahlawat, Purav Shah, and Washington Sundar have collectively garnered a huge number of views, comments, and shares.
Impact on the Content Ecosystem
Hook Media Network has created a distinctive space in the content ecosystem; a third way between drama-driven feeds and paywalled long reads.
Its stories are fast yet fair, offering audiences a path from snackable content to satisfying depth.
• Upcoming Priorities
Hook Media Network will grow in two main ways.
First, it will build a stronger sports section with daily cricket coverage, athlete stories, and watch-alongs that keep viewers coming back.
Second, it will create more culture-based series that explore fashion, food, and online trends, along with editor-led reviews for tech, home, and lifestyle products.
To reach more people, the network will use HYPP for quick pilots, creator casting, and same-day content releases. One explainer will be shared in many formats across Hook, MensXP, and iDiva.
New joint projects will also launch, such as Curiosity and Style with MensXP, She Asks Why with iDiva, and Creator's Cheat Sheet with HYPP.
• Evolution Over the Next 3 to 5 Years
In the next three to five years, Hook Media Network will grow into a strong content network where one story or explainer is shared across Hook, MensXP, iDiva, and HYPP on the same day.
The network will focus on building useful tools like Look Book, Buyer Guides, and Live Scorecards to keep audiences engaged. It will test new ideas with creators and work to increase recall, repeat visits, and trust across platforms such as YouTube, Instagram, and its own websites.
The aim is to become known as India's Curiosity Engine, powered by creators, culture, community, and commerce.
Nitin Chopra
CEO of Hook Media Network
In this LeaderSpeak video, Nitin Chopra, CEO of Hook Media Network, shares his insights on leadership, culture, and the evolving media landscape. Discover how clarity, curiosity, consistency, and care are shaping Hook's journey towards innovation and impact.
Content & Average
Formats
Focus Areas
— All through an India-first lens.
Signature Series
Technology Used
Innovation and Personalisation
Hook Media Network is building more interactive and live features through tools like Look Book, buyer guides, and live scorecards. It is also adding social features that let audiences watch, vote, share, and reply in real time.
Live coverage will grow around cricket and key cultural moments, and creator watch-alongs will be introduced to make viewing more engaging.
For personalisation, the approach is privacy-safe. The network uses audience signals such as hook hold and topic clusters to send the right stories to the right viewers.
AI tools are being tested as support for editors, not as replacements for editorial judgement.
Measuring Audience Engagement
Hook Media Network measures engagement across its brands using metrics such as recall, daily active use, repeat opens, shares, Look Book saves, and clicks, along with cross-network lift when a Hook asset travels to MensXP and iDiva.
At Hook, our culture is built around one simple belief: people come first—always. We're a team of creators, thinkers, and doers who believe that when people feel valued, trusted, and empowered, great work naturally follows.
We work hard, push boundaries, and hold ourselves to high standards– but we also know how to celebrate wins, laugh together, and have fun along the way. For us, work hard, party harder isn't just a phrase; it's about creating balance, camaraderie, and shared moments that bring us closer as a team.
What truly defines us are our Creator Codes: the values that guide how we work, collaborate, and grow every day:
Growth
Hook Media Network measures engagement across its brands using metrics such as recall, daily active use, repeat opens, shares, Look Book saves, and clicks, along with cross-network lift when a Hook asset travels to MensXP and iDiva.
Collaboration
We succeed together. Trust, transparency, and inclusion sit at the heart of our teamwork. We move fast, stay aligned on goals, and ensure that every voice matters.
Innovation
Curiosity fuels us. We challenge the status quo, experiment boldly, and use creativity to build impactful ideas for a fast-evolving digital world.
Ownership
Titles don't define leadership- mindset does. We take responsibility for outcomes, celebrate successes, learn from setbacks, and lead with initiative at every level.
Respect
Diverse perspectives make us stronger. We encourage healthy debates, listen actively, and create a safe environment where everyone feels heard and valued.
