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Mumbai, September 29, 2010
Once again, as it had done in the past, STAR Plus, with its soon to be launched reality show, MasterChef India, not only presents a whole new dimension to the art of cooking but also gives Indian television a one-of-its kind, clutter-breaking, new reality show. Judged by Akshay Kumar and two other highly renowned Chefs, this unusual show will prove to be tempting and tantalizing with its innovative format and high voltage drama.
As expected, the promotional plans for such an exceptional and novel concept are quite ground-breaking and distinctive in every right. In its very first leg of promotions, Star Plus has created a captivating music video with the Bollywood Superstar and Judge Akshay Kumar. With its positioning of 'Tasty Dish Warna Game Finish', the video portrays Akshay Kumar, in a compleltely new avatar as he (a complete task master) and the contestants add a new zing to the kitchen and transform mundane cooking chores into a high-octane, challenging and extremely entertaining activity. A brilliant background score that is reminiscent of the sounds one would normally hear in any kitchen, adds the final tadka to the video.
Anupam Vasudev, Executive Vice President, Marketing & Communication, STAR India Pvt. Ltd., said, "Star Plus has always been a platform for megastars. Akshay Kumar is a reigning superstar and somebody who embodies the passion and the art of cooking which is the core of the show. He began his career with cooking. There couldn't have been a more appropriate option than Akshay Kumar for this show. Further, a music video helps in building recall value and also forms one more tool of product communication apart from advertising."
Conceptualized by STAR Plus' in-house creative team and directed by Ravi Udyawar of Udyawar Films, the idea is to communicate the key promise of the show viz. great cooking need not just lead to great food, but also great drama.
About the show - 'MasterChef India', a unique platform to acknowledge and encourage the culinary skills of passionate cooks and groom them to become the ultimate professionals of the art. Akshay Kumar, the definitive superstar both on & off-screen, will be seen in a completely new role as he takes the judge's chair on the show. Starting October 16th, 'MasterChef India' will identify 12 contestants who will compete with each other, while Chefs Kunal Kapoor and Ajay Chopra will judge the show along with Akshay. The show promises to offer a high voltage drama, nail-biting tension and fun filled culinary tour. The contender who will able to stand strong with his / her will & talent, through the mounting pressure each week, will be adjudged as India's first ever - 'MasterChef'.
After breaking ratings' records in UK and Australia, MasterChef is coming to Indian television for the first time.
Stay tuned October 16, 9 pm to MasterChef India on Star Plus!
For further information, please contact:
STAR TV
Pooja Kumbhare
Mobile: +919321684518
Email: poojak@in.startv.com
