Zee Café has made an announcement about its second original in the pipeline, ‘Chef Vs. Fridge.’ The channel has released a teaser featuring chef Vicky Ratnani and Gaurav Gera as his popular character ‘Chutki’. Coming soon in April, that channel presents the ultimate food experience that will excite and entertain foodies.
Recently, the channel brought its first original production ‘Dance With Me’ featuring dance experts Shakti Mohan and Mukti Mohan. The show garnered success among fans and partners who came on board.
Garnering a whopping 23mn+ cumulative reach across Zee Café and Zee TV, the campaign garnered 12.3mn+ views across all platforms and a 7.2Mn+ cumulative reach on digital, Dance With Me struck a chord with viewers who joined in to celebrate the joy of dancing. The show’s unique format entailed fun hook step challenges thrown by Shakti and Mukti that received over 375+ entries and 8.7mn+ impressions on the challenge. This festive offering by Zee Café had some brands like Loreal Paris & Jeevansaathi.com, Dazzler Eterna, Yamaha Fascino and Only Natural Diamonds who came on board as partners.
‘Chef Vs. Fridge’ promises to be a unique competitive cooking show. Launched with the commitment of ‘ab fridge lega sabki class, aur chefs banaenge kuch world class’ the teaser features Gaurav Gera as ‘Chutki’ and Chef Vicky as the two experience a relatable situation as they open their fridge. What’s expected to be a fun ‘pawri’ turns to a challenge posed by the random ingredients found in the fridge. While Gaurav is seen in dismay, Chef Vicky takes on the task and cooks up a storm. With yet another fun-filled digital challenge, unique cuisines and an exciting line-up of participants, there are loads to look forward to on this food fiesta.
In line with the announcement, the channel has on-boarded brands as partners for the show. Co-presented by Haier, co-powered by Lifebuoy, cookware partner Prestige, spice partner Catch Salt and spices and gifting partner The Gift Studio, the show promises to be a unique platform with multiple integration opportunities for brand partners.
Kartik Mahadev, Business Head, Premium Channels, Zeel, said, “With 20 exciting years of our international library featuring the latest and iconic shows, we created countless we-time moments for our discerning viewers. Going forward, regional markets undoubtedly are set to be the driver for growth for English entertainment. There is a whole set of audience moving from regional to English content as they become more comfortable with English as a professional, conversational language. Thus, alongside our finest international content, our endeavour is to equally build a formidable original content slate that captures aspirations of our audience and promises to entertain. Keeping this in mind, we launched Dance With Me which was a unique dance show format that promised entertainment and interactivity. The show delivered value to our brand partners through customised solutions and deep integrations and met with great sponsor interest.
“As we look to build more original content, we realised there is a gap when it comes to home-grown cooking competition shows and thus the inception of Chef Vs. Fridge. The show will feature exciting cook-offs, unique food combinations and interactive challenges for our viewers. There are multiple innovative integration opportunities being planned that are core to the show and we are certain that our brand partners will be delighted.”