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Hindustan Times goes ‘Junior’ with MasterChef

Star Plus’ 360 degree campaign across print, radio, digital, cinema, and on ground will launch the show on August 17

Sohini Sen | Mumbai | August 16, 2013

Chef Vikas Khanna, Chef Surjan Singh Jolly and Chef Kunal Kapur with the contestants of Junior Masterchef Swaad ke Ustaad

Star Plus is all set to showcase the culinary skills of kids for the first time on small screen with Junior Master Chef premiering on August 17 at 9 PM and the channel has decided not to leave any stone unturned to make sure that the new season of the show doesn't go unnoticed.

The show has been inspired by Australia's Junior Master Chef and follows the same format. The Indian Master Chef, which ended its third season recently, had proved to be very popular with the viewers.

Nikhil Madhok

"The general concept is that kids can’t cook. The maximum they can do is make maggi, or tea or fry an egg. You don't expect children within the age group of 8-10 making wonderful things in the kitchen, sometimes better than grown-ups can. But this show is to prove that idea wrong. These kids can cook, and they will show it to you," said Nikhil Madhok, Sr. VP – Marketing, Star Plus.

The channel has planned 360 degree campaign across television, print, radio, digital, cinema, and on-ground mediums leading to the launch of the show.

In print, Hindustan Times is all set to go 'Junior' on Saturday, i.e. the day of the show launch. The HT supplements - HT City and HT Cafe - will come in half the usual size to drive home the point that good things can indeed come in small packages.

The radio has not been left out of the marketing plan. They have designed a contest on Radio City which will run for most parts of the day. In the contest, listeners will call up the RJ and report what they are having for lunch, or what is there in their 'dabba'. Titled 'Yummy Dabba contest', the most boring dabba will win a gourmet meal prepared by the participants, delivered to this office.

For a longer time period movie halls will also promote the show. The channel has tied up with a variety of cinema halls in different cities where there will be a random lucky seat. The winner will be announced during the interval and will get to enjoy a gourmet meal prepared by the contestants after the movie. This is likely to run for a couple of weeks.

In the digital arena there would be an interactive banner quiz that will run on Yahoo! The kids will quiz contestants on Food IQ and recipes etc. MSN and Yahoo! will have detailed profiles of the contestants as well as behind-the-scenes footage from the show.

"We tied up with MSN and Yahoo! for content since this will enable people to engage more deeply with the kids. This is not possible on TV, but on the digital platform, they can do it," said Madhok.

The mobile app will also let people connect with their favourite 'Junior' chef. Star Plus has created a mobile app to download recipes that are being made in the show. One could also live chat with the children and judges, and the third one is exclusive content that would be available on the app. There will also be on-ground activation where we will host cook-offs between adults and kids in 10 different cities over many weekends.

Sohini.Sen@BestMediaInfo.com

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