STAR India is pulling out all stops to market MasterChef Australia Season 4 in India. STAR has tied up with premium diner Shiro and all outlets of Hard Rock Café where dishes and desserts from the show will be served.
Star World, in association with Nature’s Basket, is offering pre-packed MasterChef ingredients that people can pick off the rack and cook at their homes.
Commenting on the marketing plan for the show, Saurabh Yagnik, GM and Senior VP, English Channels, STAR India said, “Star World has two strong objectives to meet for this show: to announce the new season of MasterChef Australia and create engagement opportunities beyond TV and in the digital space. It is with these in focus that our communication and engagement plans for the show were drawn.”
Commenting on the activities in digital media, Yagnik said, “About 76 per cent of Facebook users in India belong to the age group of 18-35 years, which forms the channel’s core TG, and today, social media engagement is looked at as a strong marketing currency for all brands. We have always had a strong digital leg to all our promotional plans, including social media.”
For the show, Star World is throwing open a challenge to viewers to create the longest ‘social buffet’ on the Star World India Facebook page. “This engaging application holds exciting gratification for fans such as winning an all-expense paid trip to Australia, Samsung Galaxy Notes, food vouchers of premium restaurants across the country and the very exclusive MasterChef Australia kits. We expect this to create a huge buzz amongst the youth. Similarly, on Twitter we have created hashtag-based contests to sustain the buzz on this platform,” he added.
This apart, there will be a live screening of the first episode of the show at Shiro, Mumbai on June 14, wherein the city’s biggest food bloggers and key influencers from Twitter have been invited to watch the show and get a firsthand experience of the MasterChef Brunch.
Moreover, the channel will kick-start a robust PR activation through which readers of key publications across India will get an opportunity to attend a live cook-off of MasterChef Australia dishes by the executive chef of a premium diner in that city. Additionally, a judge from the show, George Calombaris, will give exclusive interviews to the Indian media and tell them what to expect from the new season.