Fourth dimension, a Chennai-based ad sales company, rolled out a live show with well-known chef Sanjeev Kapoor on August 27, 2013 in Kochi. Similar events with Kapoor were earlier conducted in Coimbatore and Bangalore.
Kerala-based radio and print media were used for the promotional activities.
Commenting on the initiative, Shankar B, CEO, Fourth Dimension said, “By conducting events of this stature, we have tried to give an opportunity to the local advertisers to take part in it and open the market for them. This was the first time such an event took place in Kochi.”
He further said, “The unparalleled richness of India’s food history deserves a brand ambassador with equally unparalleled mastery over cookery. Only one chef deserves such an accolade – he is none other than Chef Sanjeev Kapoor, the original master chef of India. So, bringing him to the South via an event is like giving an opportunity to the common people to have an interactive session with Kollywood hero Rajinikanth or Bollywood hero Shahrukh Khan.”
Shankar mentioned that while Coimbatore and Bangalore events had attracted 225 people and 235 people, respectively, 150 people attended the Kochi event. The ticket price for the event was kept at Rs 1,800 and a total of 21 recipes were demonstrated.
The event attracted a mix of national and local advertisers. The title sponsor was Preethi Kitchen Appliances while the other sponsors included AMC Cookware, iFLO Salt, Milky Mist Paneer, Leonardo Olive Oil, Quaker Oats, Double Horse Payasam Mix and Aquaguard.
Shankar remarked that such events will be taken into consideration by Fourth Dimension not only in the Southern markets but other markets as well, as long as it combines business and consumers.