Star Plus’ ‘Masterchef India’ launch details emerge

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'MasterChef India' to launch in weekday slot
'MasterChef India' to launch in weekday slot

Star Plus has confirmed that ‘Masterchef ��� Kitchen Ke Superstars’ will be replacing ‘Kaali Ek PunarAvtar’ in the weekday 20:00 slot from mid-March.

The third season of the show has moved away from its original weekend schedule to a weekday slot. ‘Masterchef ��� Kitchen Ke Superstars’ will focus on talent based on the skills of how contestants cook and present Indian cuisine based on ��Desi Tadka�۪ and ��Desi Swaad�۪.

The show will be judged by Chef Sanjeev Kapoor, Chef Kunal Kapoor and Chef Vikas Khanna.

Nikhil Madhok, VP ��� Marketing, Star Plus, told BestMediaInfo, ���With regard to comparing the show with Welcome on Life OK, I think they are two completely different formats ��� one being a celebrity cooking show and Masterchef being a recognition of individual talent.�۝

On the marketing of the show, Madhok said, “We would be exploring the television space in a very big way by making it more interesting and engaging to make sure that people get familiar with the contestants before the show is on-air. In the second leg of our marketing we would focus on digital followed by on-ground activities. Our marketing campaign would be supported by OOH and radio, but that would be strategic, depending upon the markets we want to tap then.”

The channel would also use experiential marketing to promote the show by holding local Masterchef contests in different states as the show hits television screens. The final winner would be featured in the special Masterchef show, which will be telecast every Sunday at 19:00.

‘Masterchef – Kitchen Ke Superstars’ will launch on Monday 11th March at 20:00 on Star Plus.

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