Vikas Khanna to create coastal delicacies with a twist on FOX Traveller
FOX Traveller announced the launch of the third season of its highly successful and most watched show Twist of Taste today – Twist of Taste - Coastal Curries. The show will see the New York based Michelin starred chef and restaurateur Vikas Khanna on a seaside adventure. Vikas will travel to the sandy beaches of – Udvada, Ratnagiri, Goa, Mangalore, Udupi, Manipal, Kochi and Pondicherry, visiting places, meeting people and giving his signature touch to the local flavors. Viewers are invited to join Vikas as he explores India’s vast coastline in the hunt for the best curries and coastal dishes every Mondays and Tuesdays @ 9:30 pm starting January 20, 2014 only on FOX Traveller.
Adgully caught up with Debarpita Banerjee, VP - Marketing, FOX International Channels to know about what’s in store this season and more.
This show is one of the flagship shows of the travel and lifestyle channel and is one of the most appreciated one’s as well. Hence sharing thoughts on how does she see the property strengthening YOY, Banerjee said, “We have a strong belief in this franchise and that is the reason why we are investing in it. India is a multi-culture, multi cuisine country and there is still lots to unravel and experiment with. Our audience loves the show and we are confident that every year it will only get bigger and better. We will strengthen the show year on year with exciting twists, both in destination and in cuisines”.
The channel seems to be promoting the show aggressively across multiple platforms. Twist of Taste – Coastal Curries has been given an aggressive push on national television with promos running across channels like Set Max, Sony Pix, Bindaas, AXN, Zee Cinema, HBO, Channel V, POGO, Nickelodeon (and also on Sonic, Nick Jr and Teen Nick). Of course, promotion is also been done on Fox Traveller, Fox Traveller HD, Nat Geo, Star World, Star World HD, Star Movies and Star Movies HD from the network.
On the DTH platform, they have partnered with Tata Sky. The show is being heavily promoted on their mobile app and active cooking verticals. Post the premier, viewers can also see the episodes on Tata Sky. The show was launched by Vikas Khanna – Michelin star chef and host of the show through a live cook-out at the Pan-Asian restaurant Shiro in Delhi on the 14th of Jan. “To bring out the flavour of the show, we have partnered with Hard Rock Café and Shiro Pan India to create a special ‘Twist of Taste Menu’. Our audiences can savour the delectable twists given by Vikas at any of the Hard Rock Café or Shiro outlets. The month long special menu at Shiro will be on offer post 20th January and the special weekend menu at HRC will be on offer from 25th Jan – 16th Feb, 2014. The show is also being heavily promoted on Facebook and Twitter”, she added.
According to Banerjee, maximise reach, maximize engagement through the very talented Vikas Khanna is the USP of the marketing push for the show. In terms of using digital differently, she said, "We have been using Twitter very interactively. All conversations have had Vikas Khanna as a part of them and he has been replying and RTing – this leads to the tweets travelling further and more fans taking part in the conversation on Twitter. While the show premiered, we did live tweeting from @fox_Traveller and ‘VK’, as he is fondly called, did the same from his handle pushing maximum people to the channel + engaging with the fans online”.
As per Banerjee, 2014 will see a lot of action with a host of local productions and international shows - new and returning series like Soundtrek, Style and the City, David Rocco India, Eat Street etc. as well as internationally acclaimed big ticket shows like Masterchef UK for the first time on the channel. "We will also add new genres of travel and lifestyle to the existing bouquet. The objective is to showcase travel and lifestyle in a whole new and exciting manner. We have been the undisputed leaders not only in the travel and lifestyle genre but also English entertainment. This year we will not only strengthen it further but also focus on growing the genre. The core objective is to bring more exciting and quality content to the Indian audiences and give them the Fox Traveller experience – up close and personal," she added.
Twist of Taste Season- Coastal Curries is bigger, better and has a twist of coastal flavours that will titillate your taste buds! Get set to go on a culinary adventure and surprise your palate with fresh new tastes and original twists ala Vikas Khanna style!