MUMBAI: Barbie’s message of You Can Be Anything is going to spread far and wide, reaching out to moms and kids, with Barbie’s latest association as the presenting sponsor for popular TV series – MasterChef U.S. Junior season 5 that will air every Sunday at 9pm on Star World and Star World HD.
Mattel India head of marketing Lokesh Kataria said, “Over the last year, Barbie has enabled young girls to unleash their imagination and unlock their aspirations to believe that they can be anything – from a doctor to a storyteller, a princess, a sportsperson or even a chef. We believe that our partnership with MasterChef U.S. Junior season 5 is an extension of this effort and philosophy. At Mattel, we believe that play is an important aspect of a child’s life, not only helping them build skillsets but also inspiring imagination and creation. We will continue our efforts in India to engage with consumers to bring alive the power of play.”
The integrated campaign will drive communication based on the concept of ‘Dads who play with Barbie’, showcasing what happens when real dads play Barbie with their daughters. The communication, which will air during MasterChef U.S. Junior season 5 on Star World and Star World HD, will promote play as well highlight that “Time Spent in Her Imaginary World Is an Investment in Her Real World,” emphasizing that a dad’s involvement in his daughter’s imaginary play contributes to her social, intellectual and emotional development in real life.
Under the guidance of world renowned chefs and judges, Gordon Ramsay and Christina Tosi, MasterChef U.S. Junior season 5 selects young kids between ages of 8 to 13 and aims at honing their culinary aptitude. The contestants will have a platform to showcase their talent and create stunning dishes far beyond their age to win the coveted title of Junior MasterChef and the grand prize of $100,000.
In Season 5, the kids will face exciting challenges, including one from former First Lady Michelle Obama; a first-ever vegan challenge from guest judge Mayim Bialik (The Big Bang Theory); and cooking for other VIPs including Modern Family‘s Julie Bowen and The Muppets’ Miss Piggy and Swedish Chef.
The ‘You Can Be Anything’ campaign has been launched in line with Mattel’s vision to bring parents and children together on the thought that play comes with learning and purpose.
