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Star World plans big for new season of Masterchef Australia

The show goes on air from July 28, Monday to Friday, at 9PM. A 360 degree promotional campaign will pan across various platforms including on-air, off-air, digital, on-ground and PR

BestMediaInfo Bureau | Mumbai | June 24, 2014

Masterchef-Australia

The world’s most watched cooking show, MasterChef Australia S6, comes back to Star World this July. Gearing up to play out its culinary magic on television screens yet again, the hit show goes on air from July 28, 2014, every Monday to Friday, at 9PM. Drawing from the show’s massive Indian fan base, Star World has put in place an impressive line-up of promotional activities to create fireworks around the all new season of the award-winning series.

Over the last five seasons MasterChef Australia has undoubtedly been a part of the evolving and changing food perception in India. This year the show promises to get better and tougher, starting out with over 50 contestants with the tagline ‘Where the Food gets Better as the Competition gets Tougher’. This time round, the MasterChef experience not only gets bigger but better too with Star World having explored diverse partnerships and extending its base spanning across the country aiming for widespread promotions. A mega 360 degree promotional campaign has been put in place which will pan across various platforms including on-air, off-air, digital, on-ground and PR.

Encapsulating the World Cup vibe and ongoing football fever, the show has introduced special advertisements replete with football styled commentary to go with the season’s biggest sporting event capturing the spirit of the tagline ‘Where the Food gets Better as the Competition gets Tougher’.

Interesting tie-ups with leading food chains as Experience Partners give birth to an extended MasterChef-inspired Italian menu at California Pizza Kitchen outlets, Master classes with Hard Rock Café and special Master Chef Australia inspired brunches at Shiro’s.

Another exciting initiative includes a tie-up with India’s largest bowling chain PVR BluO in Chandigarh, Bangalore, Gurgaon and Pune to create a buzz around the show’s much anticipated launch. To add to the show’s visibility, the channel will market MasterChef Australia Season 6 with billboards across Mumbai. The digital promotions of MasterChef Australia Season 6 get bigger too, as the channel has put in place an extensive digital campaign aiming to go beyond the staggering 28.5million impressions the show garnered last year.

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