Master chef india case study

STAR Plus came with a big reality show, which had unique content and Akshay Kumar as the host. We wanted maximum people to get flavour of the show with this campaign prior to the show launches on TV.

Our objective was to create buzz about the show and popularize the launch of the show.

Target for the campaign was to garner 1million views on web.

Biggest ever web premiere

in India.

1 million + views on web

alone.

Created a facebook page- MasterChef India.

Phase ICreated Pre Web Premiere Buzz with India’s

Tastiest Food Contest

Phase IIDuring Web Premiere Buzz with Watch and Win

Contest

Pre Web

Premiere

Buzz

Help Akshay find India’s Tastiest Food

People are passionate about food, so we came up with a concept where people can vote for their favourite food, and help Akshay Kumar find ‘India’s Tastiest Food’.

Phase I

Hit LIKE to

help Akshay Kumar select India’s Tastiest Food

-In this application, fans were asked to select India’s Tastiest Food.

-Food items were based on region to entice region’s fervor

- 200 Lucky winner were gratified with MasterChef India exclusive

merchandise

- Invitation to watch the web exclusive premiere was sent to users of this

application

During Web

Premiere

BuzzWatch and Win contest!

A contest wherein users can win a Blackberry every hour by watching the web premiere and replying a question.

Winners of the contest was announced the same day, which created more buzz.

Phase II

Results

Fan base on 07th Oct, 2010: 257

Fan base on 18th Oct, 2010: 45,548

Growth: 45,201

% Growth: 99%

Impressions Garnered : 15,46,522

Video views: More than 1 million

MasterChef India web premiere broke all records for any online premiere of any form of entertainment based video viewing in India.