Kellogg's and Ranveer Brar collaborate to search for India's best 'RealChef'
Kellogg India has rolled out a first-of-its-kind nation-wide hunt to find India’s best ‘RealChef’, bringing the perfect opportunity for you to create a dish that helps you represent your region through a recipe. The search is headed by celebrity chef Ranveer Brar along with 4 other renowned chefs- Harpal Singh Sokhi (North), Ajay Chopra (West), Ananya Banerjee (East), Ruchika Sharma (South). Anyone with a passion for cooking from across the country can create some magic with Kellogg’s Corn Flakes or Kellogg’s Oats and the one with the best recipe maker will be crowned as ‘the RealChef’! The ‘RealChef’ winner will win a fabulous kitchen makeover sponsored by Kellogg India.
This campaign by Kellogg India adopts a very unique take on recipes and customization of cereal and oats in the Indian breakfast market. For the first time, Kellogg’s is rolling out a nation-wide contest inviting customized recipes with a regional home touch, from consumers. The only requirement is that consumers need to use Kellogg’s Corn Flakes and Kellogg’s Oats as the hero ingredient while staying true to their cultural roots.
This digital campaign will leverage platforms such as YouTube, Facebook and Twitter to engage with consumers across the country. All regional contestants will be mentored by chefs- one for each region; Harpal Singh Sokhi for North, Ajay Chopra for West, Ananya Banerjee for East and Ruchika Sharma for South. A total of three contestants will be shortlisted from each region by the panel of judges. The chefs will support and encourage contestants from their respective region to come up with the winning recipe. All shortlisted contestants will get a chance to be in a video with their regional chef that will be released. They will then go on to compete on a national scale where Kellogg’s will shoot their recipe video along with their mentor Chef and will ask viewers to vote for their favorite recipe.
Speaking about this initiative, Sangeeta Pendurkar, MD, Kellogg India said, “In India, food is a pivotal part of our lives and diversity in food begins at the breakfast table. It is important for us to make the consumers understand that there is only one way to experience our foods and that is ‘your way’. The first leg of the campaign released last year- ‘Kellogg’s wale Guptaji ki family’ received great response from our consumers with over 10 million views on Youtube; also resulting in ‘Kellogg India’ becoming the largest breakfast channel in India and the third largest food channel when the campaign was on air. This year the campaign delves deep into consumer engagement through the digital sphere as we aim to build the Customization platform further by giving consumers an opportunity to co-create recipes with us. We strongly believe that the Indian home maker is a powerhouse of talent and can give her twist to every possible dish she cooks.”
The three simple steps to be crowned- ‘RealChef’ are:
1.Send in your best customized recipe with a regional twist using Kellogg’s Cornflakes or Kellogg’s Oats by writing in to email@example.com OR by giving a missed call to **273253278 (breakfast), you can also share the recipe on the website www.kelloggs.in
2.Shortlisted winner videos will be uploaded on Youtube for voting
3.The ‘RealChef’ winner will be chosen basis the votes received from viewers