Star World unveils reunite your family campaign to announce MasterChef Australia Season 11

The campaign introduces a series of TVCs, including one featuring ex judges Matt Preston, Gary Mehigan, and George Calombaris as they bid adieu to MasterChef

by exchange4media Staff
Published - Sep 11, 2019 5:00 PM Updated: Sep 12, 2019 1:07 PM

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Masterchef Season 11

Star World, the official Indian broadcaster of the longest running cooking show in the world, MasterChef Australia, has launched the campaign #Reunite your family.

Showcasing the power of food with multiple TVCs lined-up, Star World introduces its campaign promos exhibiting its ability to bring family members together as they bond over food.

The campaign is based on the premise that in this time and age of ever-growing smartphones and cheap data prices, everyone is glued to their screens, in their own little silo, doing their own thing. But uniting all individuals, television is the one medium that celebrates family time, and with MasterChef Australia Season 11 premiering on Star World September 16, at 9 pm on Indian television families will get to experience some joy, some food, and a little bonding time.

The first TVC features a bear stepping out of his den after a long term of hibernation. This bear is compared to the typical teenager girl who behaves to be in perpetual hibernation. The TVC cuts to both stepping out of hibernation for one reason only… FOOD with family, i.e. MasterChef Australia.

Honouring former judges Matt Preston, Gary Mehigan, and George Calombaris, Star World brings the next TVC that attributes to #Reuniting the three of them one last time. 

Extending the idea of uniting people over food, the third promo features the ladies of the house, often busy tending to other family members, come together at 10 in the morning to watch MasterChef Australia.

And the last TVC on ‘immunity pin’ has all family members at the dining table; this promo video celebrates the sibling mockery and love. Here, the daughter wins the immunity pin and gets to skip the green salad while the son has to now gulp it down.

Star World has built this campaign based on insights gained from detailed research through TV viewership data and tapping into family viewing, and their emotional connect with the show.

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