Results and Effectiveness

Results and Effectiveness (100 words) MasterChef successfully projected the huge stature of Amul. Exclusive branded sections made MasterChef look almost like an AFP ensuring 51840 seconds of on-screen brand presence, In media terms we got 10000 promos, 20000 promo GRPs thereby reducing the dependence on traditional 30 second ad spots. 110 Mn individuals watched the show on TV. Overall sales of Amul grew by 22%. Brand health scores of Purity, Trust and Popularity increased by 15% The compelling content was picked up and aired by 15+ News and lifestyle channels, around 800 PR articles in print. This earned media was worth 7 MN USD.

Creative Execution

Creative Execution Content had to be authentic and persuasive to influence, engage and captivate viewers. Seamless integrations were designed to bring alive the “World of Amul” on TV Screens. We started with: 1. Placing the iconic Amul mascot in the MasterChef kitchen 2. Redesigned MasterChef Kitchen to replicate an Amul Parlour displaying the entire Amul range 3. Devised Special cooking tasks to demonstrate Innovative usage : 4. Amul Curd as mystery ingredient, revealed at the last moment 5. Amul condensed milk used to invent an entirely new dessert 6. Amul Cottage Cheese used to prepare a never before made recipe 7. Customised AMUL branded menu charts 8. Amul Cooking tips by chef 9. For the 1st time a brand was integrated in a channel promo All of this happened for the very 1st time on MasterChef series. Celebrity quotient, drama of a reality series, contestants emotions made the perfect ingredients for a Prime Time show.

Insights, Strategy and the Idea

Insight, Strategy and Idea : Amul – India’s largest dairy co-operative has a wide portfolio of 45 brands across 14 food categories. Stringent spend restrictions result in several brands with zero budgets for advertising. The challenge was to showcase the entire range of Amul and their innovative usage, in an enthralling manner without using the regular 30 second ad spots, and increase consumption of AMUL products. The perfect synergy between a food based show and Amul & the huge craze for reality shows led to the idea of a cookery based talent hunt with a taste of reality. MasterChef was being launched in India on the No. 1 channel - Star Plus. Despite MasterChef having strict branding norms globally, in India we broke all norms, customised the International format to almost an AFP, and created branded content for AMUL.