GECs
Zee pulls out all the stops to get relaunch message across
MUMBAI: You can’t miss the eyes. Splashed across hoardings in the city a mysterious woman, revealing only her forehead and eyes, asks: “Kaun hoon main (who am I)?” The question is also being asked in ad spots on all 15 channels of the Zee bouquet.
The campaign is part of a Rs 150-million marketing and promotional blitz across the north, west and east of the country in the lead-up to the unleashing of 24 new shows on Zee TV on 27 August (Monday), the relaunch date of the flagship channel of the Zee Group.
Next up on the promo trail are a series of “different but interesting” press ads that marketing director Partha Sinha refuses to divulge more details about, except to say that they will be appearing in various newspapers on Monday and Tuesday. Sinha says the press campaign copy is still being put together by Rediffusion-DY&R, the agency handling the Zee account.
Teaser ads have also been prepared for the FM stations of All-India Radio that are also set for take-off on Monday.
As for the hoardings themselves, they are to be pulled down on Sunday to be replaced with the full face of a woman representing the “young, vibrant personality” that is the new-look Zee.
Sinha is at pains to point out that 27 August represents not the end but the start of Zee’s journey back to the top of the channel stakes, so any immediate turnaround of the channel’s fortunes was not the aim.
GECs
Vikram and Ajinkya Gandhe win Masterchef India season finale
Chef Sanjeev Kapoor joins judges for emotional MasterChef finale
MUMBAI: The latest season of MasterChef India concluded on a high note, with brothers Vikram Gandhe and Ajinkya Gandhe crowned winners in the grand finale aired on Sony Entertainment Television.
The duo from Nagpur lifted the coveted trophy and donned the show’s signature golden apron after a season that celebrated India’s diverse culinary traditions under the theme “Pride of India”.
This edition of the popular cooking reality show introduced a new jodi format, with 50 pairs from across the country competing in the Masterchef kitchen. Contestants brought personal stories, regional flavours and family bonds to the competition.
The grand finale featured the final three pairs: Vikram and Ajinkya Gandhe (brothers), Saisree and Chanda (mother and daughter), and Anju and Manju (sisters).
The finale was attended by celebrity chef Sanjeev Kapoor, who joined the show’s judging panel comprising Vikas Khanna, Ranveer Brar and Kunal Kapur.
Kapoor said the show has long served as a platform to celebrate India’s rich culinary heritage and provide passionate home cooks with a national stage. He noted that the current season reflected a confident India that takes pride in its roots while embracing new culinary ideas.
Judge Vikas Khanna said the contestants’ journeys and the memories created during the season would remain with the team long after the show’s conclusion. Ranveer Brar described the show as a family that continues to grow with every season, while Kunal Kapur praised the contestants’ creativity and determination.
With the finale now concluded, the latest season of MasterChef India once again highlighted how food can reflect identity, heritage and storytelling, inspiring home cooks across the country to pursue their culinary ambitions.
