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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.
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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.
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.
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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.
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- All through an India-first lens.
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The India Story: A weekly podcast featuring big ideas and bold voices that make sense of today’s India.
Men’s Locker Room: Candid conversations on modern manhood, work, money, health, and style.
South Delhi Girls: Sharp, witty chats about friendship, love, hustle, and everyday culture.
Start Up to Scale Up: A weekly podcast where start-up founders unpack how they grew from their first cheque to real scale.
The Long Innings: A deep cricket podcast filled with stories, heart, and memories, hosted by Vimal Kumar.
India Cricket Canteen: Fan-first cricket talk offering quick takes, smart context, and real banter.
Digital Covers from MensXP and iDiva: Cinematic cover stories reimagined for digital audiences, blending style and substance with some of India’s leading celebrities.
Honest Reviews: Straight-talking reviews that tell you what to buy and what to skip.
What’s The Question: Some of India’s biggest names in cinema decode the hottest questions of the day.
Gen Z Playbook: A weekly cheat sheet to trends, creators, careers, and money for the under-twenty-five audience.
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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.
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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.
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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.
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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.
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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.
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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.
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