As a media enthusiast, Sam had always been interested in the functioning of Indian media, and his love for the ‘right kind of news’ led to the creation of South India’s premier lifestyle and social causes magazine – Provoke. The magazine is currently the largest circulated magazine in South India with a readership of over 300,000 across the States/Territories of Tamil Nadu, Karnataka, Kerala, Puducherry, Andhra Pradesh, Telangana and Goa.