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A Punjabi family preparing food together in a bright modern kitchen

Partnership Proposal

Where B.C. shops —
in the language it trusts.

A managed, measurable allocation of Save-On-Foods' existing budget toward South Asian British Columbia.

$46BS. Asian Cdn. spend power

369KS. Asian · Metro Van

169KYouTube subscribers

~103MYouTube views

ThinkCultural · Statistics Canada 2021 · Social Blade

01/ 14

The Allocation Question

Not more budget.
Better-allocated budget.

Multicultural audiences are ~40% of people, but just 5.2% of ad spend. Your own backyard skews far higher — 14.2% South Asian across Metro Vancouver, and 37.8% in Surrey.

The ask: allocate a defined share of your existing budget — FYI manages, measures & optimizes it to agreed KPIs.

Multicultural audiences

Share of population~40%

Share of ad spend5.2%

Your local market

Surrey · South Asian share

37.8%

Ad spend vs. population: ANA (U.S. benchmark). Market share: Statistics Canada 2021 — Metro Vancouver 14.2%, Surrey 37.8%.

The Gap

02/ 14

The Opportunity

Your ideal customer is our core audience.

37.8%of Surrey is South Asian — its largest group

$46BSouth Asian Canadian spending power

4 in 10prefer brands that advertise in-language

Won this audience with the Masala Veggie Burger — in-language, in partnership.

A South Asian family shopping in a modern grocery store

The Fit

03/ 14

The Evidence

Cultural relevance isn't soft. It outperforms.

3×

higher purchase intent

ANA / AIMM · CIIM

4/10

prefer in-language brands

ThinkCultural

↑

recall · favorability · intent

Nielsen

General-market management leaves these dollars on the table.

The Proof

04/ 14

Aerial view of a Surrey neighborhood at sunset

In Your Market

Your customers,
in your trade areas.

369K

South Asian residents in Metro Vancouver (14.2%)

37K / 40K

in-market reach — geo-fenced, 50-mi Surrey radius

550K

at Surrey Vaisakhi — our exclusive live broadcast

Statistics Canada 2021 (Metro Vancouver) · FYI Meta Ads Manager · Global News (2024)

05/ 14

The Ecosystem

Four channels. 6–7 hours of new local programming daily.

103M+

Annual views

Community & culture

24/7 Punjabi news

Bollywood & Punjabi

Devotional

Carried on

& social

The Network

06/ 14

Proven Digital Traction · YouTube

103M

views, built from zero since 2024 — independently verifiable on Social Blade.

169K

Subscribers

~14M

Monthly views · TV+digital, 30d

17K+

Videos

300–800K

Daily views

YouTube views · Sanjha TV · since Aug 2024

Social Blade — @Sanjhatvchannel, July 2026. Monthly views = a view count, not unique persons.

The Proof

07/ 14

Measurable by Design

You set the KPIs. We prove the return.

Every dollar tracked — from the first impression to the checkout.

Align

Objectives & KPIs

Goals agreed up front
Success defined together

Activate

Manage & measure

QR-to-cart tracking
Meta pixel · geo-fenced reach

Prove

Report & optimize

Live results dashboard
Quarterly business reviews

The one number that matters

Change in your international / ethnic-aisle revenue, quarter over quarter.

How It Works

08/ 14

Placement 01 · On-Screen L-Banner

Modernizing the Food Wallet band.

A content-safe L-banner that frames live programming — and lives on every upload.

Scan on screen

Land in cart

Live cooking programming with a Save-On-Foods L-banner

LiveNews Only HD

Largest South Asian assortment in Canada— at the lowest prices.

Scan to shop

the aisle

saveonfoods.com

News Only HD

09/ 14

Placement 02 · Sponsored Chef Series

QR → cart · trackable

Great meals.
Ordered in one tap.

A chef cooks with Save-On products — a QR sends viewers straight to checkout.

Basmati RiceFresh ProduceWhole Spices

Order online →SaveOnFoods.com

Cultural Specials

10/ 14

Placement 03 · The Ethnic Aisle

From a code on screen to a sale in the aisle.

A unique code makes every specialty-aisle purchase traceable back to the screen.

On screen

Viewers see the code

Live

USE CODE · AISLE5

The offer

A clear promo code

Redemption code

AISLE5

$5 off spices & staples

In store

Redeemed in the aisle

Scanned at checkout

Applied to the specialty range

Measured

Attributable aisle lift

+ lift

coded revenue

Drive The Aisle

11/ 14

The Content Journey

Warm up the algorithm — then layer in the rest.

Reach & momentum ↗

Launch

One platform

Start on TV or social — a focused first push.

Warm up

Build momentum

Signal the algorithm, prove traction.

Layer in

Secondary channels

Add OTT, cable & social on your schedule.

Convert

In-store & online

A tailored CTA per medium.

The Rollout

12/ 14

The Engagement

We manage the allocation.
We enforce the KPIs.

Accountable campaign management across Pattison's South Asian media investment — not media placement.

The unlock: we report the change in your international-aisle revenue against your prior media buys — accountability general-market management can't offer.

Seasonal Pilot→Content Series→Annual Allocation

Reported quarterly

International-aisle revenue

+ lift vs. prior

prior buy

Coded revenue measured against your prior media buys — every quarter.

The accountability loop

↻ every quarter

Define

budget share

Align

to KPIs

Manage

the spend

Track

aisle revenue

Compare

vs. prior buys

Clarify

the drivers

Accountability

13/ 14

The Next Step

Define the allocation.
Align the KPIs. Run one pilot.

We already work together. FYI produces your weekly-specials videos — you send pricing, we produce & voice, marketing approves, and it airs across TV, social & YouTube in 24 hours. A low-risk next step from a workflow you trust.

Primary Contact

Bill Sandhu

FYI Media Group

Producer & Strategy

Rachit Saini

604-830-4592 · fyimediagroup.io

Approve the seasonal pilotor request the full data appendix

Let's Begin

14/ 14

Where B.C. shops —in the language it trusts.

Not more budget.Better-allocated budget.