The RP Sanjiv Goenka Group recently launched Hook, a video-first digital media platform that delivers bite-sized news, reels, podcasts, and visual stories designed for modern social media consumption.
Hook, which is led by Shashwat Goenka and designed by Itu Chaudhuri Design (ICD) under Lisa Rath, uses red as its brand color to signal a classic news identity and connect with ICD’s previous work on Open magazine.
Apart from Hook, the RPSG Group owns magazines and digital platforms such as MensXP, iDiva, Editorji Esquire India, Robb Report India, The Hollywood Reporter India, and Manifest.
Hook’s 8-card layout
Hook centers the user experience on an eight-card sequence, where each card delivers a single idea to build a larger, engaging narrative. This layout mimics social media formats, offering a familiar, low-pressure, and dopamine-inducing experience that allows users to easily enter and exit the content during their daily, fleeting free moments.
By designing the app to blend news consumption into personal time without the need to read long texts, the platform seeks to make this quick-read format the primary mode of engagement. The strategy aims to make news consumption a familiar, habit-forming experience rather than a high-pressure task.
Hook’s bite-sized news content
Traditional news ROI is declining as younger generations reject conventional delivery methods, yet the demand for clear, concise, and fluff-free information remains strong, Rath, partner at Itu Chaudhuri Design, said. “Platforms must adapt to these changing consumption habits, and seek new, meaningful ways to reach audiences without clinging to outdated formats.”
According to her, overcoming the bias that says traditional reading is the only form of intellectual engagement is crucial for future media strategies. Despite the rise of bite-sized content, there is a need to blend the depth of traditional weekly curation with modern delivery to effectively engage the next generation.
Traditional journalism has to be restructured for this new medium, Rath said, adding, “I see the real stalwarts of news such as The Guardian or The Economist, which are also my favorites, trying to do this. I follow them religiously and can’t stop admiring how smartly they morph their long form into bite-sized content and keep me hooked to their stuff while still staying relevant. That is a sign of an evolved journalist and an evolved editorial board.”
Social media and premiumization
Hook utilizes social media as a user acquisition funnel by leveraging engaging, shareable content designed to compel users to explore the main product after multiple exposures. By adopting Instagram-style content consumption habits, the platform aims to drive organic growth through seamless, built-in sharing features.
Hook blends podcasts, short videos, and long-form journalism into one platform featuring an edgy, smart style with strong imagery for a punchy, business-like presentation. The platform utilizes a seamless “newsreel” format for endless scrolling while maintaining a clean, typographically suave design for those who prefer to read.
Video-based podcasts are central to the strategy, acknowledging a significant audience trend. By integrating podcasts, newsreels, and in-depth articles, the platform meets diverse user habits—from watchers to readers—ensuring a cohesive experience.
Breaking news to in-depth analysis
The breaking news on Hook is right on the homepage. There are newsreels – short-form videos that open up on the app right in front without another single click. Senior journalist Vikram Chandra was a part of the in-depth analysis, Lisa said.
“We did an entire series of long-form podcasts around him with or without people. Those were again available first as podcasts, then as long-form articles if you wanted to read. RPSG also owns Saregama, which is sitting on the greatest collection of music and has access to excellent musicians of every genre. They can do podcasts on music along with celebrity podcasts.”
Visual identity and product adaptability
Hook features a bold visual identity with sharp edge cuts on a red box that create a sense of movement. This style pairs with a new-age animated lookbook to project modern freshness.
The clean editorial typography uses Merriweather, Bitter, and Cairo fonts optimized for mobile readability and space. Generous white space keeps the design clear while accommodating ads and syndicated content.
The app features a plug-and-play design, enabling components to be easily added or removed based on user behavior. Furthermore, the platform utilizes intelligent, subtle nudges to capture user preferences, offering a personalized experience that mimics the curated flow of a magazine, with varied content types positioned throughout the experience.
Hook Lookbook – authoritative commentary & suggestions on products
The Hook Lookbook is a content-to-commerce feature inside Hook. It shifts commerce-rich print content to mobile devices, offering honest, unsponsored product commentary and ratings from independent writers and influencers.
The section is designed to feel luxurious and distinct from the fast-paced news app. It functions as an immersive guide where users can read thoughtfully, make informed choices, and click integrated purchase links immediately.
It features lifestyle sections such as grooming, office wear, dining, and weekend activities. Editors created these categories to help users solve everyday choices and find trusted brand recommendations.
The Hook platform is inspired by The New York Times‘ Wirecutter, known for trusted and fair assessments. Unlike typical minimalist review sites, it uses a rich pastel color palette with holographic gradients. This luxurious, calm visual design helps users feel relaxed rather than rushed while browsing.
