MAM
Star Plus to focus on digital, on-ground to promote MasterChef
MUMBAI: As it gears up to launch the latest season of Masterchef India, the leading Hindi GEC Star Plus has rolled out an innovative marketing campaign to promote the show.
The core audience of ‘MasterChef Kitchen Ke Superstar‘ being the younger females across the Hindi-speaking markets, Star Plus is looking to reach out to these consumers through the critical touchpoints of retail outlets.
With a focus on on-ground activations and digital, the channel has associated with 60 Big Bazaar stores across the critical markets of Mumbai, Delhi, UP and Gujarat wherein along with the cash counter branding, some of the staff will be seen wearing branded Chef Hats and Aprons saluting the spirit of all the women consumers who are the Superstars of their own kitchens and reinforcing the tune-in messaging of launch- 11th March, Monday to Friday at 8 PM.
Star Plus has also tied up with the Mumbai Dabbawala association. On the day of the on-air launch of ‘MasterChef Kitchen Ke Superstar‘, every individual dabba will carry a tag announcing that this delicious meal has been prepared for you by your own MasterChef. The channel has also branded all the dabba-delivery crates to reinforce the connect and gain greater visibility.
The channel is promoting the show across the network and also on around 30 channels outside Star‘s own network. Star Plus VP-marketing Nikhil Madhok told Indiantelevision.com that this will be the deepest and longest ever plan on television. “We are also doing lots of things on the digital medium. There are applications that have been launched plus there is an opportunity where the fans can interact with the contestants and chat with them while the show is on,” he said.
Madhok said that spend on digital is around 20 per cent of the overall marketing spend on the show.
On ground, the channel is visiting around 10 cities where it will be organising few cooking contests and will be crowning one winner from each city as a Masterchef. For example the winner from Lucknow will be titled as ‘Lucknow ka Masterchef‘. These winners will also get an opportunity to showcase their talent on a special episode of the show where their dishes will be tasted by the chefs and judges on the show.
However, the channel will be using radio just as a reminder medium.
On the occasion of International Women‘s Day on 8 March, Star Plus through MasterChef has associated with Best buses in Mumbai by acknowledging the contribution of the woman to her home with a customised messaging on the reserved seats for women.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
