Hindustan Times goes 'Junior' with MasterChef

Star Plus is known for finding novel ways to market their shows and stay ahead of the curve. For the upcoming launch of Junior Master Chef, the channel has tied up with Hindustan Times for a unique print idea. On Saturday 17th August, the launch of Junior MasterChef, HT Café and HT City will appear to be half of their usual size as a tribute to the “Junior Master Chefs” debuting that night. The message will communicate to viewers that even though the kids of JMC are half the size of adults, but they have more talent!

Viewers will also get a taste of this amazing show, literally! In a unique contest with Radio City, listeners who believe they have the most boring dabba that day will be encouraged to call up and interact with the RJ. If the listener manages to convince the RJ that he/she does have 'the most boring dabba', they’ll win a treat from The Junior MasterChef Kitchen - a sumptuous gourmet meal with the yummiest of cuisines, the very same day!
The young contestants have raided Cinema halls as well! Selected cinema halls will have a special ‘Junior Master Chef seat’ and lucky viewers who happen to be seated on this special seat will be surprised with a exceptional gourmet treat from the JMC kitchen, during intervals!

Speaking about the unique innovations, Nikhil Madhok, Sr. VP - Marketing, STAR Plus said, “Today’s kids are amazingly talented. They sing, dance, paint, play sports etc. and are usually even better than adults. But cooking is not a skill one associates with kids. Most people find it unbelievable that kids can not only cook, but cook delicious and exotic dishes. This is what we wanted to communicate through these innovations. On this show, kids will take over what is usually considered an adult space and amaze you.”

The Junior Chefs further spread their wings to the digital arena with an interactive banner quiz that will run on Yahoo! Most people think they know at least a little more about cooking than kids do. Through this unique online engagement, kids will be seen quizzing users on their Food IQ and incase they are unable to respond, the questions can be further published on Facebook and Twitter asking friends for help. An extension of this application will also be available through the Junior MasterChef mobile application that will give viewers access to the show even while on the go.