INDIA'S FIRST ON DEMAND 'REAL-TIME' COOKING SHOW

TitleINDIA'S FIRST ON DEMAND 'REAL-TIME' COOKING SHOW
ClientNUTRALITE
Product / ServiceFMCG
CategoryD04. Real-time Response
EntrantTONIC MEDIA DIGITAL Mumbai, INDIA
Idea Creation TONIC MEDIA DIGITAL Mumbai, INDIA
Media Placement TONIC MEDIA DIGITAL Mumbai, INDIA
PR TONIC MEDIA DIGITAL Mumbai, INDIA
Production TONIC MEDIA DIGITAL Mumbai, INDIA

The Campaign

While there are already many cooking shows, we decided to come up with a new kind of a cooking show and introduced India’s First Interactive Facebook Live Cooking Show with Chef Sanjeev Kapoor.

Creative Execution

The steps were pretty simple. All the users had to do was send in their food recipe suggestions and Sanjeev Kapoor would bring a twist to these recipes with the help of Nutralite. The comments kept pouring in where viewers asked for a special twist in their favorite dishes and watched the Facebook Live Video with great enthusiasm to see how to relish them with a creative touch.

Describe the success of the promotion with both client and consumer including some quantifiable results

The results were overwhelming! The campaign received a total of 5.8 million views. We also experienced a growth of 15.55% in total fan base. But the best part? Our engagement rate increased by 188% with a unique reach of more than 15 million users.

Explain why the method of promotion was most relevant to the product or service

For the first time, viewers’ suggestions were taken into consideration in real time on a cooking show through a Facebook Live video. The suggestions were selected by renowned Chef Sanjeev Kapoor, who gave traditional recipes a healthy and tasty twist with the help of Nutralite. Hence, the power of Facebook Live was harnessed to give a conventional cooking show a novel approach in real time.

We all have our favorite dishes. It could be something spicy, sweet or hot and sour. But once in a while, we always like to experiment with our taste and try our favorite dishes with a twist. Hence, to give #KhaneMeinTwist (Food with a twist), we asked viewers to send in their favorite dishes and Chef Sanjeev Kapoor would give these dishes a healthy and tasty twist with the help of Nutralite in real time.

Credits

Name Company Position
Chetan Asher Tonic Media CEO
Samir Asher Tonic Media CoFounder and COO
Unmisha Bhatt Asher Tonic Media Global Strategy Director
Sudish Balan Tonic Media Bussiness Director
Pratik Hatankar Tonic Media Sr Manager - New Initiatives and Strategy
Avni Kanakia Tonic Media Manager - New Initiatives
Snehal Sakpal Tonic Media Head - Video Production
Pravin Singh Tonic Media Creative Associate - Films
Vaishali Sharma Tonic Media Creative Strategist
Roshan Salian Tonic Media Sr Group Account Manager
Hemangi Dharmadhikari Tonic Media Client Partner and Strategy
Samidha Tayshetye Tonic Media Creative Supervisor
Deepak Shinde Tonic Media Art Supervisor
Indresh Pal Tonic Media Graphic Designer
Links
Social Media URL