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Amul FoodFood Mahachallenge launches this september

FoodFood locks in more than 10 eminent and TG relevant brand partners for its flagship show.

BestMediaInfo Bureau | Delhi | July 29, 2011

Master Chef Sanjeev Kapoor and Bollywood diva Madhuri Dixit Nene get ready to cheer along with their teams for India's biggest culinary reality show, Amul FoodFood Mahachallenge. The duo revealed the program details of the show along with a sneak preview of their team mates at a press conference held in Mumbai yesterday.

The age old “battle of the sexes” has a platform to perform. Amul FOODFOOD MahaChallenge is a show that presents a kitchen as the battleground for the sexes to compete against each other based on their culinary skills. 16 contestants, 8 men and 8 women, have been selected from across India based on their recipes submitted during the preliminary phase of the contest.

Cooking, grilling, baking, stirring, chopping, blending are all that these contestants will be doing over 13 grueling weeks. Each episode will assess the contestant’s time management, culinary skill, creativity, presentation and innovation in the kitchen. Madhuri Dixit Nene will be encouraging the girls team along with a professional mentor chef while Chef Sanjeev Kapoor will be the inspiration to the boys’ team and their mentor.

“I am really looking forward to the next few weeks,” says Madhuri Dixit Nene, Lifestyle Ambassador for FOODFOOD. “I am going to provide my girls with all the motivation required and ensure that our team wins this challenge. Women have a natural instinct when it comes to cooking, a dash of this and a slice of that always does the trick. Girl power will be predominant in this contest.” she adds.

According to Chef Kapoor, “The Amul FOODFOOD Mahachallenge is a test of real skill and talent, We are seeking that special individual who displays creativity, knowledge, talent and an innate ability to cook well, be it man or woman.”

In every episode, there are two tasks. The first is a round designed to select the team captains for the group task which follows as the second task of the day. The contestants will be introduced to the task and provided with the necessary ingredients. They will be tested on their knowledge and cooking skills. The winners will be declared as the team’s captains (the captain is responsible for the team’s performance but is not immune from elimination).

The ensuing task will focus on a group challenge where teams, led by their captains, prepare dishes as per the challenge. The final dishes are served to a guest jury, consisting of high profile celebrities who choose the winning team. One contestant from the losing team is eliminated every week. The elimination will be decided by the judging panel - led by Chief Judge Sanjeev Kapoor,

“The show has been very well received by advertisers”, said Karthik Lakshminarayan, COO, FoodFood, “More than 10 eminent and TG relevant brands are partnering the show, sponsoring and supplying ingredients, kitchen equipment, timers, prizes and more. Amul has come on board as title sponsor, Samsung Inspira and Parle as Associate sponsors, Sleek as kitchen partner, Oster & Vinod as appliance and cookware partners, Natraj & Kohinoor Basmati rice as associate sponsors, Tissot watches as official time partners, and Croma as gifting partners.

Along with many small gifts along the way, the final winner will take home an assortment of gifts to the tune of  Rs.10+ Lacs  (including a Kitchen makeover from Sleek and an all expenses paid trip for 2 to gourmet mecca Italy)

The show will be a weekly, scheduled to go on air in early September.


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