Exclusive | MasterChef recognises the Indian homemakers: Star Plus' Nikhil Madhok

The most eagerly awaited show is back! It is a platform for housewives who consider cooking as a tedious task and a monotonous chore. Now Star Plus’s new offering MasterChef Kitchen Ke Superstar will make them realize the fact that cooking no longer needs to be a mundane routine but can be interesting too. Hence with a clear aim to promote this vision, the new campaign will unfold before audiences this weekend.

MasterChef Kitchen Ke Superstar is the only show on Indian TV that takes a talent as basic as cooking and offers dream-fulfillment through it. Star Plus recognizes that dreams are dreamt in the kitchen and realized on the platform of Master Chef. Hence, the core communication thought for MasterChef Kitchen Ke Superstar is: Kaun Kehta Hai Ke Kitchen Mein Khwaab Nahi Sajte.

Adgully caught up Nikhil Madhok, Vice President - Marketing, Star Plus to understand the strategies and thought behind this campaign

Shedding some light on the campaign insights, Madhok said, “Cooking in India is not looked upon as a talent, it is perceived to be a chore. Every housewife in India, who prides herself in taking care of her family, does not recognize her cooking skill as a talent; it is just second nature to her. She toils daily in the kitchen to create a better life for her family. However, she also innately wants recognition and appreciation for her contribution to the house, which she rarely gets. She looks upon cooking as something that she just has to do, little realizing that the magic in her hands can help her realize her dreams, give her a greater sense of pride and help her build an identity for herself."

The promos showcase this through the kind of contestants they have on the show – regular people who lead regular lives. From the hinterland of Mau (Madhya Pradesh) to the buzzing cosmopolis of Delhi, they come from all corners of the country. They come from diverse backgrounds . For e.g.  a dhaba owner,  a maid or even a convict’s wife! Their motivations are different; money, fame, a more secure future or a desire to help those less fortunate than themselves. But the common thread that binds each of these contestants, and which will resonate with every viewer, is their search for identity, recognition and self-worth. Their dreams began in the kitchen and they are using the platform of MasterChef to fulfill those dreams.

The agency is  using social media and digital in their media mix. Shedding  light on this  aspect, Madhok said, "MasterChef will be launched with a high decibel multimedia campaign. The focus will be to tell the stories through our TVCs. Once the show goes on-air, multi-city on ground engagement programs to build the ground connect will also be initiated. We recognize that the importance of digital and social media in order to reach out to our TG. We have incorporated some interesting digital engagement initiatives in our plan."

Sharing how MasterChef India 3 would be different from the last season, Madhok said that this time Masterchef Kitchen Ke Superstar will focus on Indian Cuisines where the challenges and the theme for the cooking competition will be Desi Tadka and Desi Swaad. “To ensure that the countries flavors from various regions reaches the viewers, this time the auditions were conducted in 20 cities of the country. Most importantly Sanjeev Kapoor, the country’s best ‘zaaykebaaz’ will join Chef Vikas Khanna & Chef Kunal Kapoor on the judging panel which will be a new element added to this season,” informed Madhok.

When asked about the key factor of the show that makes it a success year on year, Madhok said that MasterChef is the most unique talent hunt in the country as  cooking skills are showcased as something that is considered a basic chore and not a talent in India. Elaborating on the reasons for the success of the show he said,  “The drama, passion and entertainment that one gets to see on this show, the contestant’s stories and their growth from amateur cooks to MasterChefs, the underdog’s story and the emotional connect with viewers all these factors make this show a success year on year.”

Speaking about the promos that will be going on-air this weekend Madhok said, "The first set of promos are definitely engaging and exciting as they bring to life the stories of ordinary contestants from different corners of the country. Each contestant’s story has a unique flavor that sets it apart from the rest. We hope that viewers identify with the dreams and motivations of our contestants and come to watch the show for them."

In terms of brands and sponsors for the show, he said, "Masterchef is synonomous with Amul and this year again they are the main sponsor. Masterchef is powered by Fortune. In addition we have many other sponsors who are already on board and others who are coming on board as we speak."

The 3rd season of MasterChef Kitchen Ke Superstar, an eagerly awaited show which is coming soon on Star Plus will surely keep viewers glued to their television sets and thereby change their perspective towards food . | By Aanchal Kohli [aanchal(at)adgully.com]