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/2020/08/06/gemunu_1.jpg?itok=sW4zB71T
Gemini Sunflower Oil's at-home Ganesh Chaturthi campaign

MUMBAI: With festive season coming up, people are gearing up to celebrate the Ganpati Chaturthi, for the first time, in the era of the COVID2019. While pandemic threatens to be a dampener on the celebrations, Gemini® Sunflower Oil is looking to keep the festive spirit alive through its ‘Iss Saal...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/06/nestlr.jpg?itok=ViEziAbC
Nestlé’s new campaign aims to brew energy and positivity

NEW DELHI: Nestlè India's coffee brand NESCAFÉ has come up with a new campaign called, ‘Karne se hee hona hai,’ for the coffee lovers across the country. The existing environment, with its uncertainties, has shown that life is full of opportunities and surprises for those who wish to find them....

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/06/bhavesh.jpg?itok=ERbjUaGB
Paytm appoints Bhavesh Gupta as SVP & CEO of lending business

NEW DELHI: India's homegrown financial services platform Paytm today announced the appointment of Bhavesh Gupta, as chief executive officer of the company's lending business. Gupta will develop and expand Paytm's lending services to strengthen the company’s vision of financial inclusion for 500...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/06/karan.jpg?itok=DYqLQ_PG
MediaMonks India hires Karan Amin as creative director

NEW DELHI: MediaMonks, the content practice of S4Capital plc (SFOR.L), has hired Karan Amin as creative director, India. Operating from MediaMonks’ Delhi office, his role will be critical in guiding and transitioning brands’ digital journey. 

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/06/anupam_bokey_5.jpg?itok=-1dcSUWT
Allied Blenders & Distillers appoints Anupam Bokey as CMO

NEW DELHI: Allied Blenders & Distillers (ABD) has appointed Anupam Bokey as the new chief marketing officer (CMO). Bikram Basu, who was COO of the company has resigned after five and a half years.   Bokey will be responsible for leading marketing strategy and brand growth. Prior to this, he was...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/06/brands-onam.jpg?itok=eESGl6ZL
Brands need to motivate consumers to buy during Onam

MUMBAI: As Kerala preps itself for Onam celebrations, brands are trying to recoup some of the profits that had been forsaken because of pandemic. 

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/06/virtual_conclave.jpg?itok=8hx4sb8C
Market sentiments, ad volumes to go up with Onam

NEW DELHI:  Indiantelevision.com’s marquee virtual conclave exploring the scope of growth in Kerala ad market during the upcoming festive season, starting Onam, “The Comeback of Kerala: Onam Returns” wrapped up Wednesday noon with an impressive lineup of speakers sharing their deep insights into...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/05/gemini.jpg?itok=K8uoAtLo
Gemini® Sunflower Oil launches #MaskBanaoMovement encouraging consumers to create and contribute homemade masks for the community

As India navigates the COVID-19 pandemic and with the economy opening up, local citizens wearing masks has become an essential part of their daily lives. Gemini® Sunflower Oil, the flagship brand of Cargill’s oils business in India and Maharashtra’s leading cooking oil brand has launched #...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/05/harsh.jpg?itok=YFCGuOKV
Capital India Finance Limited appoints Dr Harsh Kumar Bhanwala as Executive Chairman

NEW DELHI: Capital India Finance Limited, today announced the appointment of Dr Harsh Kumar Bhanwala, an Industry Veteran and former Chairman – NABARD, as the Executive Chairman, to the board with effect from August 6, 2020.

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required