2. Objectiveo The brand objective was: To create a buzz about
Master Chef India Season 2 before the launch of the show To viral
out the message of the show- Ab Badlo India, Apne Khaane ka Andaaz
To generate brand recall on the Master Chef India 2 tagline Catch
It If You Can To reach offline users with minimal cost To reach out
to more women audience So what was the challenge?
3. Challenge o The most daunting task was to live up to the
hype and success of the Masterchef India Season 1 and carry on the
legacy in to the Season 2 o The host of Master Chef India Season 1
was Akshay Kumar o Being a cookery show, Master Chef India 2 would
appeal to a majority of women audience, mostly housewives o A large
chunk of this audience would be active online as well as offline o
The challenge was to find the right audience in the right place and
catch their attention with a right engagement o The engagement
should in turn get users who are not on the digital platform to
come on to digital o With a huge fan base on Star Plus Facebook
Page, this digital audience needed separate attention
4. Challengeo A blend of on ground activity with online
activity was to become the soul of this unique campaigno The
challenge Social Wavelength faced was How to connect Online Brand
On ground Masses
5. Strategy1. Online Activityo With more than 6 Lac fans on
their page, Star Plus had an exceptional reach to engage the
audience and create a buzz about Master Chef India 2o The Online
activity was an appealing game based on the theme of the show,
wherein the audience is required to prepare a dish with the help of
ingredients providedo This activity would become the foundation of
creating a brand recall for Catch It If You Can2. On ground
Activityo The right way to target niche audience was to organize an
on ground activityo It was decided that 17 malls across 6 cities
such as Delhi, Mumbai, Nagpur, Kanpur, Pune and Lucknow would serve
as target zoneso This on ground activity would be coupled with
digital medium
6. ActivitiesOnline Activityo A Facebook application was
developed as a part of Online Activityo This application was a
game, based on the theme catch it if you cano The users played to
prepare a dish with a twist by catching the right ingredients
7. ActivitiesOnline ActivityUsers were provided with 8 dishes
along The users would have to catch the right Once the user catches
the ingredients, with their recipes ingredients to cook one of the
eight dishes he hits the cook button
8. ActivitiesOnline Activity Once the user successfully cooks a
dish, a 20 lucky winners were gratified with MCI goodies question
would pop up
9. Results Online Activityo On an average, the game was played
for 8.7 minuteso The app was run for 10 days from 21st Oct 31st
OctImpressions Tab Participants Likes Comments Views2.79 million
55852 4202 7327 2634
10. ActivitiesOn ground Activityo Masterchef India was a
household name after its Season 1 successo With the on ground
activity, the strategy was to get loyal fans and audiences to
interact directly with the brand Masterchefo This would eventually
generate greater enthusiasm and lead to a higher rate of tune inso
17 malls from 6 cities were finalized and campaign rolled into
action with on ground activity
12. Activities On ground Activityo Screens were put up in malls
across 7 cities, showcasing a flash animation of 8 dishes and 3
branded MCI merchandiseo Users were required to click a photo of 1
dish+1 merchandise and upload on Facebook, in order to participateo
All the participants were gratified with Master Chef India
Merchandise Screens set up at mall Catch it if you can People
clicking pictures
13. ResultsOn ground Activity o The on ground activity ran for
2 days prior to the launch of season 2 Impressions Participants
1.29 million 6487 Submitting entries on Facebook Spot Prizes
Winners gratified
14. Conclusiono With over 3 million users and 10,000
participants and thousands of conversations adequate buzz was
created.o With this application the cost incurred was comparatively
much lower and the results were proportionally higher than what one
would get in a real world engagement. For instance, the idea of
creating dishes in an on ground activity would have required
preparation of ingredients, arrangement of apparatus and most
probably a larger space and cost.o Brand recall on the tagline
Catch it if you can was generated by creating a theme based
Facebook app
15. Mall Activity
16. THANK YOU For more information, contact: Hareesh
Tibrewala/Sanjay Mehta Joint CEOs @ Social Wavelength
Email:[email protected] Cell: +91-98210-89388
Email:[email protected] Cell: +91-98200-40918