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Star Plus to focus on digital, on-ground to promote MasterChef

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MUMBAI: As it gears up to launch the latest season of Masterchef India, the leading Hindi GEC Star Plus has rolled out an innovative marketing campaign to promote the show.

The core audience of ?MasterChef Kitchen Ke Superstar? being the younger females across the Hindi-speaking markets, Star Plus is looking to reach out to these consumers through the critical touchpoints of retail outlets.

With a focus on on-ground activations and digital, the channel has associated with 60 Big Bazaar stores across the critical markets of Mumbai, Delhi, UP and Gujarat wherein along with the cash counter branding, some of the staff will be seen wearing branded Chef Hats and Aprons saluting the spirit of all the women consumers who are the Superstars of their own kitchens and reinforcing the tune-in messaging of launch- 11th March, Monday to Friday at 8 PM.

Star Plus has also tied up with the Mumbai Dabbawala association. On the day of the on-air launch of ?MasterChef Kitchen Ke Superstar?, every individual dabba will carry a tag announcing that this delicious meal has been prepared for you by your own MasterChef. The channel has also branded all the dabba-delivery crates to reinforce the connect and gain greater visibility.

The channel is promoting the show across the network and also on around 30 channels outside Star?s own network. Star Plus VP-marketing Nikhil Madhok told Indiantelevision.com that this will be the deepest and longest ever plan on television. "We are also doing lots of things on the digital medium. There are applications that have been launched plus there is an opportunity where the fans can interact with the contestants and chat with them while the show is on," he said.

Madhok said that spend on digital is around 20 per cent of the overall marketing spend on the show.

On ground, the channel is visiting around 10 cities where it will be organising few cooking contests and will be crowning one winner from each city as a Masterchef. For example the winner from Lucknow will be titled as ?Lucknow ka Masterchef?. These winners will also get an opportunity to showcase their talent on a special episode of the show where their dishes will be tasted by the chefs and judges on the show.

However, the channel will be using radio just as a reminder medium.

On the occasion of International Women?s Day on 8 March, Star Plus through MasterChef has associated with Best buses in Mumbai by acknowledging the contribution of the woman to her home with a customised messaging on the reserved seats for women.

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