Brands
MensXP redefines manhood in debut campaign
MUMBAI: Online men’s lifestyle brand, MensXP has launched its first ever brand campaign.
The multi-media campaign led by TV, print and digital hosts five films for TV and digital talks about different sections on the website like fashion, grooming, relationships, career and tech. These are light hearted humorous films, talking about the danger of making a fool of yourself, if you don’t stay updated with the trends in the men’s lifestyle space.
Times Internet CMO Pratik Mazumder says, “Our first campaign celebrates the man you chose to become as there is no one way manhood can be defined. Its codes are ever changing.”
Conceptualised and executed by From Here On communications (FHO) and Times Internet’s in-house creative team, the campaign’s insight was derived from the thought that masculinity today has moved away from its conventional definition. Being a good man is more important than just being a man, an alpha, macho, hero or a leader. Men today are choosing their own manifestation of manhood. It is driven by their desire to seek beauty, truth, wisdom, justice, being kind, honest, and true.
MensXP Founder and COO of Indiatimes lifestyle network Angad Bhatia said, “MensXP explores the codes of manhood and pursues the most interesting stories of and around men. It isn’t about redefining manhood but about giving manhood an expression, most relevant today.”
View the TVCs here
Career – https://www.mensxp.com/videos/newhood/40491-career-advice-to-avoid-interview-disasters.html
Tech – https://www.mensxp.com/videos/newhood/40497-no-more-tech-troubles.html
Relationship – https://www.mensxp.com/videos/newhood/40496-how-to-approach-a-girl.html
Fashion – https://www.mensxp.com/videos/newhood/40493-know-how-to-dress-be-fashion-forward.html
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
