MAM

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

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.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/asian.jpg?itok=cQo__7-e
Ogilvy Mumbai's campaign for Asian Paints assures great painting with safety

MUMBAI: In the new normal, every business is finding new ways to minimise the effect of any disruption to their stakeholders. And category leader Asian Paints is setting a precedence with its newly launched Safe Painting Service. This service promises great looking walls while ensuring safety for...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/hul.jpg?itok=S1cN6IXR
HUL donates over 74,000 testing kits to tackle spread of Covid2019 in India

MUMBAI: Hindustan Unilever Ltd (HUL) has donated 74,328 RT-PCR Covid2019 testing kits worth Rs 13 crore to help ramp up testing of patients in the country. The Maharashtra government has received about 28,800 RT-PCR testing kits to help in the early detection of Covid2019. Others who received the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/piyush.jpg?itok=LHJMUUaV
I will stand as the captain of the ship and hold my people together: Ogilvy’s Piyush Pandey

MUMBAI: During the show Media Dialogues, Ogilvy executive chairman Piyush Pandey spoke to Anuradha Sen Gupta on CNBC-TV18 about the impact of Covid2019 pandemic on the advertising world. He weighs in on how the advertising agency business has been impacted by Covid2019. Excerpts: Have there been...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/bajaj.jpg?itok=ibiredcG
Bajaj Finserv, Vivo launch #EMINetworkPowerplay

MUMBAI: Bajaj Finance Limited, the lending arm of Bajaj Finserv, has partnered with Vivo to launch its #EMINetworkPowerplay encouraging participants to play an online trivia game and win Vivo smartphone and other exciting prizes daily. The campaign, based on the theme of cricket, aims to keep the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/merr.jpg?itok=mSOZ7tR3
MARRIOTT INTERNATIONAL PREPARES TO WELCOME BACK GUESTS WITH A LIMITED TIME OFFER-SAVE NOW, STAY LATER!

Marriott International has announced the launch of a steal deal! A limited time offer curated specially for their hotels across South Asia. Starting today, guests can avail of any of the 3 complimentary offers while making their bookings till 30th June 2020. Whether booking for leisure or business...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/eart.jpg?itok=AAWe6jlM
Actimedia PR & Digital launches new vertical ~ActiMedia Earth

Two-decade old PR and brand communications company Actimedia|PR & Digital, is launching a new vertical ‘ActiMedia Earth’ offering brand building, PR and digital expertise at highly competitive rates to environmental conscious corporates, NGOs and organisations dedicated to sustainability. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/blood.jpg?itok=t4CiMBbf
Renowned celebrities urged people to register themselves as potential blood stem cell donor and be a lifesaver

This World Blood Cancer Day, DKMS BMST Foundation India, a non-profit organization dedicated to the fight against blood cancer and other blood disorders, launched their digital campaign #ItsYourTurnNow with an aim to create awareness on the importance of registering as a potential blood stem cell...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/mcdonal.jpg?itok=C3pQXK3U
McDonald’s India paves the way for the new dining experience in the post Covid2019 world

MUMBAI: As the country gears up to come out of the two-month long Covid2019-led lockdown, Westlife Development, the company that owns and operates McDonald’s restaurants in West and South India, is all set to open its doors for its customers once again. The company has led the way for the industry...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/deepamala.jpg?itok=r307ywNN
'The Visual House' launches #LetsDiscuss, an initiative to start a conversation around serious issues and the light

The Visual House, New Delhi, an award-winning production house and integrated communication agency launches a new series of videos titled #LetsDiscuss. 

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required