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Tag: Sanjeev Kapoor

  • McDonald’s India and Sanjeev Kapoor reunite to showcase new Protein Plus Range

    McDonald’s India and Sanjeev Kapoor reunite to showcase new Protein Plus Range

    MUMBAI: McDonald’s India (West & South) has announced the return of culinary icon Sanjeev Kapoor for a new brand film highlighting its newly launched innovative and first-of-its kind ‘Protein Plus Slice’. This marks the continuation of the successful partnership that began with the Multi-Millet Bun launch last year. 

    This entertaining brand film, conceptualised by DDB Mudra captures a memorable encounter at McDonald’s where Kapoor, stationed behind the counter, meets a young fitness enthusiast and his spirited little brother. When the older brother orders his usual favourites, Chef Kapoor introduces them to the revolutionary Protein Plus slice with his characteristic charm. What unfolds is a humorous competition between the brothers, when the elder one requests two slices, his younger brother immediately ups the ante by asking for three slices. The film perfectly illustrates how customers of all ages can personalize their protein intake while enjoying McDonald’s favourites. 

    The film emphasizes on the 100% vegetarian plant-based ‘Protein Plus Slice’ co-developed by CSIR – Central Food Technological Research Institute (CSIR-CFTRI). Chef Kapoor talks about this slice, which offers 5g of protein per slice, allowing customers to add 5g, 10g, or more protein to their burgers without compromising on taste. 

    Westlife Foodworld CEO Akshay Jatia said, “At McDonald’s India, we have always believed in giving our customers more choice, and this time, we are giving them the power to personalize their protein intake. The Protein Plus Range allows them to enjoy their favourite McDonald’s burgers without compromising on their protein needs or the taste. It also reflects our ongoing commitment to our ‘Real Food, Real Good’ philosophy, bringing together flavour, nutrition, and food science. Together, we remain committed to crafting menu items that are both wholesome and delicious, combining locally available ingredients in a way where great taste and nutrition go hand in hand.” 

    Kapoor said, “It feels great to continue my association with a brand like McDonald’s that constantly innovates its menu, suiting the tastes and preferences of varied customers. Their entry into the protein enhancement initiative is commendable, and I like the fact that their Protein Plus range perfectly balances taste with nutrition. I believe this range is a true innovation in personalized nutrition.” 

    DDB Mudra Group chief creative officer & executive director Rahul Mathew  said, “McDonald’s is for everyone. It’s a belief that the brand is built on. And it’s this belief that we’ve extended to extra-protein seekers with the new Protein Plus Slices. So, whether you’re just making up for your nutritional needs or following a workout regimen, McDonald’s is for you as well.” 

    The Protein Plus Range launch marks McDonald’s India’s second strategic collaboration with the CFTRI, following the successful introduction of Multi-Millet Buns. The campaign on the Multi-Millet Bun had also featured Chef Sanjeev Kapoor. 

    The film closes with Kapoor saying, ‘That’s My McDonald’s’, underscoring the brand’s commitment to blending great-tasting burgers with more nutritional goodness. Customers can now savour their favourite burgers in a nutritional avatar with extra protein at their nearest McDonald’s restaurants in West and South India, on-the-go via Drive-Thru and also can order through the McDelivery App and Swiggy.

  • McDonald’s India launches multi-millet bun with Chef Sanjeev Kapoor

    McDonald’s India launches multi-millet bun with Chef Sanjeev Kapoor

    Mumbai: McDonald’s India (West & South), operated by Westlife Foodworld has introduced its first multi-millet bun in collaboration with CSIR-Central Food Technological Research Institute (CFTRI) during national nutrition week. McDonald’s also partnered with Chef Sanjeev Kapoor to highlight the brand’s focus on nutritious menu options.

    The multi-millet bun, made with Bajra, Ragi, Jowar, Proso, and Kodo, allows customers to enjoy their favorite burgers like McAloo Tikki and McSpicy Paneer with added nutritional value. These millets, sourced from states across India, reinforce McDonald’s commitment to local and sustainable sourcing.

    The launch is supported by a brand film, conceptualised by DDB Mudra, featuring Chef Sanjeev Kapoor, an advocate of millet-based cuisine. The film features Chef Sanjeev Kapoor surprising customers by suggesting improvements to their burgers. He introduces the multi-millet bun, highlighting its benefits and the collaboration with CSIR-CFTRI, supported by the ministry of science and technology. Kapoor’s advocacy for millets further strengthens the campaign’s message of healthier eating.

    Chef Sanjeev Kapoor said, “I am excited to be a part of this unique and thoughtful initiative by McDonald’s India to launch the Multi-Millet Bun. As someone who has been passionate about promoting the goodness of millets, I was captivated to see McDonald’s India embarked on a journey to provide more nutritional and mindful eating choices to its customers.”

    McDonald’s India (W&S) CMO Arvind R.P. said, “The introduction of the Multi-Millet Bun, developed in collaboration with the esteemed CSIR-CFTRI, is a testament to our constant endeavour towards offering mindful choices through various menu innovations. We are also pleased to extend our collaboration with Chef Sanjeev Kapoor, whose trusted culinary expertise and unwavering advocacy for millets in India make him the perfect fit to endorse our new Multi-Millet Bun. This strategic combination of traditional superfoods with modern food sciences results in a delicious and nutritious addition to our customers’ favourite burgers. We believe that our fans will relish and appreciate this innovative menu item.”

    DDB Mudra Group group creative directors Gagandeep Bindra and Rahul Arcot said, “Millet buns is one of McDonald’s tastiest and most nutritious addition to an ever-growing menu packed with goodness. But something about Millet Buns doesn’t scream excitement for Gen-Z. Because most of them don’t even realize that they’ve been devouring Millets in various forms for years. Thanks to a certain Mr. Kapoor, who besides being one of India’s most trusted culinary voices, also runs an entire channel dedicated to creating wholesome Millet Cuisines with MilletKhazana. We believe he’s the perfect spokesperson for our latest offering, connecting with our audience across India in his inimitable style.”

    The new multi-millet bun offers essential vitamins, minerals, and dietary fiber while maintaining McDonald’s signature taste and quality. Customers can now enjoy these nutritious buns at McDonald’s outlets in West and South India, through Drive-Thru, or via the McDelivery App.

  • Tata Trusts and Chef Sanjeev Kapoor team up for inspiring breast cancer awareness film

    Tata Trusts and Chef Sanjeev Kapoor team up for inspiring breast cancer awareness film

    Mumbai: Tata Trusts have launched a film using a refreshing new insight that links cooking to self-care in an attempt to nudge women to reimagine their priorities and make breast cancer screening a part of their routine. Drawing inspiration from the meticulous care that women put into addressing lumps in the food they prepare, the film encourages women to check their breast for lumps with the same attentiveness and if found, to seek medical attention. Featuring renowned chef and Padma Shri recipient Sanjeev Kapoor, the social awareness film seamlessly transitions from a cooking lesson to a meaningful conversation on embracing self-care and raising awareness on the early detection of breast cancer.

    Through a social experiment, the film takes the audience on an unexpected journey, with ‘gaanths’ (lumps) in special dishes disrupting the cooking experience and serving as a surprising metaphor. It prompts women to understand the need for conducting regular breast self-examinations and checking for any lumps or abnormalities that could potentially be cancerous. By showcasing breast screening as a form of self-care that should come naturally to women, the film inspires and empowers them to take proactive steps for early detection of breast cancer that can save lives.  

    Through the film ‘Gaanth Pe Dhyan’ (‘Focus on the Lump’), the Trusts hope to spark meaningful, important conversations on breast cancer awareness. Discussing the idea behind the campaign, Tata Trusts head of brand and marketing communications Deepshikha Surendran said, “There is a need to promote health consciousness amongst women and when it comes to breast cancer, one can flip the ratio by encouraging the simple act of breast self-examination, potentially saving lives. By building our narrative around women and their love for cooking, we hope to nudge a deep behaviour change. The insight is universal and the creative execution simple and engaging. We do hope that this public health awareness film encourages women across the country to include self-checks and screenings as a regular part of their routines.”

    The film uniquely showcases a social experiment unfolded, inspired by on-ground culinary demonstrations that Tata Trusts organized across several Indian states, which deeply resonated with women across socio-economic segments. These events offered a creative visualization of the central metaphor, using ‘lumps’, a frequent, bothersome part of food preparation, to draw attention to women’s health and breast self-examination.

    Chef Sanjeev Kapoor added, “Cooking for loved ones is an act of care and love – and women often prepare dishes with great attention to detail, particularly to get rid of unwanted lumps. Unfortunately, most women don’t extend such love and care to their own bodies and tend to overlook lumps in their breast. It’s incredibly important to encourage them to embrace self-examinations and check-ups – and it was interesting to shed light on this conversation by bringing two fundamental aspects of life, food and health, together.”

    As one of India’s most eminent chefs and a custodian of India’s culinary landscape, Chef Sanjeev Kapoor with his remarkable ability to reach and engage an audience of women viewers across Indian households, was the natural choice for driving this important message and rallying call to action.

    The film was conceptualized and executed by Basta Films for the Tata Trusts. The producer Mahima Sharma added, “As a breast cancer survivor myself, Gaanth Pe Dhyan allowed me to champion the cause of early detection, which has played a crucial role in my life. The intent of this film is to address the ignorance among women, and the analogy of ‘lumps in food’ hits the bull’s eye. The film communicates that early detection is the first big win in the fight against cancer. It not only raises awareness but also generates feelings of hope, positivity, and strength.”

    This social awareness film can be seen across the Tata Trusts’ social media platforms, including LinkedIn, Instagram, X, Sharechat, and Facebook. ‘Gaanth Pe Dhyan’ is a part of a broader ‘Kaise Ka Cancer’ campaign by the Tata Trusts, to raise awareness, close the care gap, unite voices, and encourage action. The ‘Kaise Ka Cancer’ campaign involved a three-film series exploring the overwhelming questions and emotions that cancer patients and their families experience post-diagnosis. Tata Trusts are committed to reducing the cancer burden in the country by offering compassionate and quality cancer care in India.

  • HiveMinds wins the digital mandate for Wonderchef Home Appliances

    HiveMinds wins the digital mandate for Wonderchef Home Appliances

    Mumbai: Hiveminds Innovative Market Solutions, the digital and ecommerce specialist arm of Madison World, won the integrated digital mandate for Wonderchef Home Appliances. The account was won by the Agency after a multi-agency pitch involving several rounds of presentations and will be handled from its Mumbai office. As part of the mandate, HiveMinds will be responsible for the digital performance of owned assets and e-commerce marketplaces, social media management and search engine optimization (SEO).

    Founded by celebrity chef Sanjeev Kapoor and serial entrepreneur Ravi Saxena in 2013, Wonderchef is one of the most preferred brands in India for premium kitchen appliances and cookware. Their products are designed with an emphasis on quality, design, and innovation, often endorsed by Chef Sanjeev Kapoor himself.

    Wonderchef chief marketing officer Amit Tilekar commented on the association, “We’ve been on a growth trajectory over the last 3 years and this year, we’re targeting a 25-30% revenue growth, and digital success is pivotal for achieving it. Our customers are digital-first. Often, their entire user journey from search, comparison, review, and buying is initiated and completed online. Even for offline retail customers, digital holds a significant influence.

    We’ve seen HiveMinds’ work over the various rounds of pitches, and after evaluating their tech and team capability, we are sure that they are the right partner for growth at this stage of our journey”.

    HiveMinds chief client officer Saurabh Tyagi said, “We’re proud to have won the integrated digital marketing mandate for Wonderchef. They are a formidable brand in the fast-growing Kitchen & home appliances category. Most importantly, their digital-first approach gives us the opportunity to completely leverage the power of digital. With this mandate, we will be able to use digital content, social media engagement and sharply defined performance campaigns to deliver success to the brand”.

    HiveMinds is a Bengaluru-based full-service digital marketing company and consultancy with a specialization in performance marketing, display, e-commerce, and programmatic buying. They manage digital mandates for Dominos, MaxLife Insurance, BigBasket, CoinSwitch Kuber, and eCommerce mandates of brands like Crompton, P&G, Nivea, Saffola Honey, Sugar cosmetics, ITC Dermafique, Sonata watches, Stanley black & decker, etc. The company owns unique technology, tools, and data analytics methodologies that enable it to deliver outstanding results to its clients.

    HiveMinds is a part of Madison World, India’s largest homegrown communication agency group established in 1988. Madison World through its 11 units served last year, as many as 500 advertisers.

  • Lifestyle channel FoodFood to go live on DD Free Dish starting 1 April

    Lifestyle channel FoodFood to go live on DD Free Dish starting 1 April

    Mumbai: Celebrity chef Sanjeev Kapoor’s food and lifestyle channel FoodFood is set to go live on Prasar Bharati’s free-to-air DTH service DD Free Dish from 1 April.

    With this development, FoodFood becomes the only speciality channel to be made available on the largest DTH platform of the country reaching over 40 million households, said the statement. After consolidating its position in the primary and focus markets in India, FoodFood has become a popular choice of channel across International destinations and geographies, the statement added.

    “FoodFood has always been at the forefront of breaking barriers in the industry as the first 24×7 food lifestyle programming and now again being the first to reach rural audiences,” stated Sanjeev Kapoor. “I firmly believe that food is a universal language that breaks all barriers of cultures, races, and borders. With FoodFood, I want to reach as many people as possible looking for relevant content on food to make taste buds tantalised and possibly their lives brighter.”

    FoodFood is currently distributed through Tata Play and leading MSO’s across the country.

     

  • Tinychef strengthens management team with two key appointments

    Tinychef strengthens management team with two key appointments

    Mumbai: Sanjeev Kapoor’s culinary AI platform Tinychef on Monday announced two new appointments to strengthen its management team. Saakshi Jain joins as chief marketing officer (CMO) and Rakesh Edavalath has come in as general manager. Both Jain and Edavalath were the co-founders of Zelish, which has been recently acquired by Tinychef.

    In her new role, Jain will look at the marketing, branding, and growth for Tinychef in its Indian, US & Canadian markets, along with the responsibility for all communication to its internal and external stakeholders; Edavalath will be responsible for building & developing the product on both app & smart speaker devices.

    Prior to Zelish, Edavalath worked for three different start-ups at different stages, building and managing multiple products and handling partnerships such MyGate and WayOL. He also worked with Goldman Sachs as the vice president – program management.

    On the other hand, Jain has had led marketing functions at Happay, 91springboard, and MyGate. She also led teams, managed multi-million-dollar budgets, advised start-up founders and CEOs to help them navigate the space of consumer-focused marketing, amongst others.

    “We whole-heartedly welcome Saakshi Jain and Rakesh Edavalath on board,” said TinyChef co-founder Sanjeev Kapoor. “Tinychef’s acquisition of Zelish comes at an exciting time as we continue to break new ground with our strengths together and expand our user base giving them access to a lot more recipes and an enhanced experience not only on the app but also on AI-powered smart speakers,” he added.

  • Sanjeev Kapoor co-founded Tinychef acquires food-tech startup Zelish

    Sanjeev Kapoor co-founded Tinychef acquires food-tech startup Zelish

    Mumbai: Tinychef, which counts celebrity chef Sanjeev Kapoor among its co-founders, has acquired Indian food-tech startup Zelish for an undisclosed amount.

    A Techstars accelerator and Bosch and Siemens Home Appliances backed company, Zelish was founded two years ago by Rakesh Edavalath, Saakshi Jain, and Arpit Joseph. By acquiring Zelish, Tinychef will also gain access to the app’s 125,000 users and approximately 35 per cent of whom are monthly active users.

    The coming together of these two AI-powered companies will give them a distinct edge. Zelish gives Tinychef a powerful app with a highly engaged user base. Similarly, this alliance also gives Zelish a chance to integrate with Tinychef’s voice-assisted, Alexa-enabled, hands-free cooking universe. Tinychef now aids everything from automatic meal planning to one-click grocery shopping, voice-guided cooking and the use of connected appliances.

    “We’re really excited about this acquisition as it will help us take the Zelish experience into the world of voice-assisted cooking,” Zelish co-founder Saakshi Jain said. “With Tinychef in the picture, users can look forward to a completely hands-free experience. We are looking forward to the Zelish app spreading across the Indian sub-continent and growing its presence globally in the North American market as well.”

    Zelish co-founder Rakesh Edavalath added, “We are thrilled to expand the vision of our tech-first platform Zelish to become a voice-guided assistant thanks to Tinychef. Most people who manage the kitchen complain that there is a constant back and forth between operating their phones and managing the said tasks. People will soon be able to relish the Zelish experience on voice assistants like Alexa instead of going back and forth on recipe videos. ”

    Meanwhile, Tinychef already has over a million users and over 100,000 active monthly users in India and within a month of its launch, it has garnered over 25,000 users in North America with the bulk of the user base belonging to the US and Canadian markets.

    “As a pioneer in voice-first solutions on smart speakers for consumers in the kitchen, adding smartphones was the natural next step for us so that we become truly a ‘device agnostic’ smart kitchen assistant,” Tinychef co-founder Bahubali Shete said. “I am really bullish that we will make Tinychef the default kitchen assistant for every kitchen around the world.”

    Sanjeev Kapoor added, “I have always tried to impact kitchens in India and across the world with simple and healthier recipes and tips that households appreciate. I am looking forward to seeing kitchens across the world get even simpler with these two wonderful brands combining into something even more powerful.”

    Tinychef currently has a user retention rate of 40 per cent and going forward this acquisition is projected to help the app achieve MoM Growth of 70 per cent.

  • Shoppers Stop bids goodbye to 2020 with an epic extravaganza, ‘Goodbuy 2020’

    Shoppers Stop bids goodbye to 2020 with an epic extravaganza, ‘Goodbuy 2020’

    Mumbai: India’s leading fashion and beauty destination, Shoppers Stop has launched an epic extravaganza, ‘Goodbuy 2020’ that will witness the finest activations and series of engagements from 11th December to 31st December 2020 across all Shoppers Stop stores in the country.

    This year has been a challenging one on many counts, owing to the pandemic. To end the year on a positive note, the brand has curated a series of activations across Watches, Fragrance, Home, Beauty, Kids, Womenswear, Menswear, and Athleisure categories. For the first time, the brand will offer an immersive experience to its customers under each category, break the monotony of End-of-season-sale, and reinstate faith to come back to the store. To add to the experience, the brand has curated Shopping Segment Videos under each category with engaging storytelling and witty voiceovers by roping-in popular celebrities and influencers. The three weeklong event will offer unique and bespoke experiences, contests, live events with popular brands, celebrities and influencers along with fresh, new content on the Content Hub. 

    The brand aims to curate this as an annual property with new additions every year! Shoppers Stop’s epic extravaganza will witness the following activations.

    Watch-a-thon:

    Watches add an element of style and class to the entire ensemble! Watch-a-thon will witness an exclusive launch of coveted watch brands such as Guess, Titan, and Timex. Reputed label, Jaipur Watch Company has been roped-in for the “Design your Bespoke Watch” contest wherein contestants are invited to submit their watch designs. The winner gets his personalized watch design created from Jaipur Watch Company with a 3D printed Dial. The Fossil brand watches will also host an activation for personalised watches.

    Scent-a-thon:

    Fragrances evoke a sense of happiness and contentment. This mega-thon has attractive offers and a unique experience to be a part of. Shoppers Stop has organized a Scent-a-thon at their MGF Saket, New Delhi store. The brand has collaborated with one of the finest fragrances brands, Ajmal Perfumes to unveil 4 exclusive fragrances specially curated for Shoppers Stop customers. To take this association a notch higher, the brand has roped-in Maxime Exler, an expert French perfumer who will conduct a bespoke event with the fragrance notes. Customers will get an exclusive chance to spend time individually with the perfumer to create their signature fragrance basis their choices of ingredients. The perfume bottle will be handed over to the customer and signed-off by the expert along with the name of the customer. 

    Home-a-thon:

    This entails the bedsheet exchange offer wherein customers will be encouraged to donate their old bed sheets. These in turn will be upcycled into by-products and/or given as is to the marginalized population. This mega-thon also includes an online gamification activity with treasure hunts. That’s not it, there will be live events with brands such as Soulflower and Rosemore on DIY fragrances and interesting cooking tips with homeware brand, Wonderchef. There will be also a Cook-off contest wherein reputed chef Sanjeev Kapoor’s team will curate 15 minutes of Home MasterChef recipes.

    Glow-a-thon:

    Beauty is one of the key growth pillars of Shoppers Stop! Resonating with this, the brand has specially curated Glow-a-thon. There will be live events and tutorials with beauty experts held every day. There will be also a session on Decoding the Party Looks for 2021 in association with 7 brands. Customers will also be educated on the winter skincare regime and can avail discounts on beauty products.

    Fem-a-thon:

    The brand is also hosting Fem-a-thon across apparel, footwear, and handbag categories. This will entail Hacks for the Party Looks, Styling tips with in-house designers, Live events, Shop-able Virtual Fashion Show, and exclusive launches. One can also shop the look from Shoppers Stop’s Stylehub page!

    Play-a-thon:

    For their youngest target audience, the brand has curated Play-a-thon for kids. This will witness a Shop-able Virtual Fashion Show with Winter Carnival theme showcasing festive, private label and infant wear collection. To give wings to your kid’s imagination, the brand is also organizing, the ‘I am a Designer’– Kids design contest wherein the winner designs will be translated into merchandise with credit on tags to the designer.

    Him-a-thon:

    In the final week, Shoppers Stop is running Him-a-thon with mix ‘n’ match party hacks, styling tips with in-house designers, brand collection videos, and discounts on every purchase across the menswear category. There will be also an activation on ‘Wardrobe Makeover’ and an ‘Ultimate Lockdown Challenge’.

    Fit-a-thon:

    Last but not the least for the fitness enthusiasts, the brand is hosting Fit-a-thon! Customers get a chance to record their steps taken. These steps will be further converted into an amount equivalent and donated to be utilised to help the marginalised section of the society in meeting their daily needs. Besides, there will be many attractive deals on athleisure and sneakers and a chance to take home personalised sneakers from the store!

    The brand has associated with a popular OTT channel, Hotstar to get well known faces of the television world such as Divyanka Tripathi, Karan Wahi and Shivangi Joshi on-board. It has also collaborated with well-known influencers like, Siddharth Nigam and Mithila Palkar to curate shopping segment videos for every category and activation.

    Additionally, the much-awaited End of Season Sale that starts from 18th December will also provide more attractive offers. So, visit your nearest Shoppers Stop or log in to the website and app for more details and offers on this epic extravaganza!

  • Most searched recipe trends during lockdown include a mix of baking and culinary delights : Foodfood

    Most searched recipe trends during lockdown include a mix of baking and culinary delights : Foodfood

    MUMBAI: Food trends in India during Covid2019 lockdown threw up some very interesting results, a detailed report by Foodfood, India’s favorite food and lifestyle channel. With India locked down for two months, there was a rise of people experimenting with their passions and interests and among them cooking took first place. This was many times a necessity and many other times an indulgence. 

    According to social media and google search analysis done by Foodfood, most searched recipe trends included a mix of baking and culinary delights that the country was cooking during the lockdown period of April and May. The top most searches were Cake, Dalgona Coffee, Samosa, Jalebi, Dhokla, Chicken momos, Panipuri among others. While 'Dalgona coffee recipe at home' spiked 5,000 per cent, searches for 'chicken momo recipe' grew 4,350 per cent and searches for "mango icecream recipe" saw 3,250 per cent rise on google search.

    Chef Sanjeev Kapoor said, “It has been our attempt with our shows and our channel (Foodfood) to help people discover their passion for cooking and this lockdown been proven that – Har dil mein chef rahta hain. During my innumerable live on social media during lockdown, I have interacted with people who have become overnight stars with their cooking recipes on the internet and are discovering their cooking talent.” 

    What’s interesting is the rise in search has been mainly driven by metro cities including Mumbai, Bangalore, Delhi, Kolkotta, Hyderabad and Chennai accounting for more than 25 per cent share. States that lead the search include Maharashtra, West Bengal and Karnataka. The first weeks of lockdown saw an increase in buying of staples and spices including rava and maida which were flying off the shelves as people were experimenting with delicious treats rather their normal fare. 

    Devendra Chawla, CEO, Nature’s Basket & Spencer had said “As people get adjusted to restricted living as the new normal and lack of options to eat out, consumers are increasingly taking on the chef role, a trend which will continue post lockdown too” 

    Some of the other trends during lockdown were: 

    Baking 

    Everyone with an oven was baking and who didn’t have an oven were baking in pressure cooker. Whether it was cakes, cookies or even breads, people were trying one thing after the other. 

    Banana Bread 

    With bread supply disrupted, people started making bread at home and Google saw a surge in search of banana bread recipes. Many variations of like banana cake, banana muffins and banoffee pies also made it to list but Banana Bread ruled the roost! 

    Quarantine Snacking

    “Quarantine snacks” became the top trending snack search as more and more people stayed inside and experimented with their pantries. In an interview with Bloomberg Quint, Future Group President Food & FMCG Kamaldeep Singh had said, “The definition of basic necessity has changed in a couple of weeks from basic foods to snacking and munching items.” Infact recipes like Samosa, Chinese Bhel, Khaman Dhokla has seen a 300% increase on the searches on websites of Sanjeev Kapoor and Foodfood. 

    Street Food 

    With Street food a strict NO and all options gone, renowned chefs and food bloggers took to Instagram to share their versions of some of the best chaat preparations at home. Aloo Chaat! What’s more, Google insights reported that recipe searches on Youtube increased by 20% for street food recipes! And, the top most-searched recipe was Pani Puri recipe with an increase of 107% search rate. Other recipes that have been widely searched in street food include Baked Potato Chips, Paneer Shawarma Mexican Paneer Fajita (Source Foodfood website). 

    Comfort Food- One-Pot Meals 

    Khichdi and biryanis have been our comfort food for as long as we remember, and also double up as a gourmet dining experience when we want it to be. Making it quick and easy or a time consuming fare, these recipes can be as easy or as tedious as we want them to be. Keywords like easy, quick & tasty have been associated with rice recipes and searches have delivered pulao, fried rice etc. Google insights has reported with restrictions in availability of ingredients people are looking for alternative ingredient options to savour their favourite dishes without missing out on taste. A 200% growth in searches with the word, “without” has been recorded in the Food & beverages category. 

    Handmade Pizzas

     With kids at home and no pizzas to order, home-made pizzas has been one of the most successful attempts families are making with kids involved. Many chefs have given out recipes and videos and to make easy pizzas at home starting from the dough with variations including sour dough combinations. Live on Social media showcasing handmade pizzas have garnered huge views and been very popular across the board. This pandemic has taught us many things and most of self-reliance to a lot of men and women about cooking who weren’t cooking before. Now nobody is afraid to step into the kitchen and learn how to make things from recipe videos. Women were cooking and experimenting way before this pandemic have learnt to share their art and passion.

  • TV industry needs to come out of old ways: Sanjeev Kapoor

    TV industry needs to come out of old ways: Sanjeev Kapoor

    MUMBAI: A number of brands often advertise on speciality TV channels to reach a specific target audience. But, with the lockdown, advertisers have nearly stopped ad spends on niche channels. Celebrity chef and food entrepreneur, Sanjeev Kapoor, in a virtual fireside chat with indiantelevision.com founder, CEO and editor-in-chief Anil Wanvari spoke at length about his speciality channel Food Food, his company Wonderchef and life after NTO 2.0.

    Kapoor said that in the upcoming times, speciality is going to bring more premium. It is easier to understand target audience in social media. There is more data available to provide brand and advertisers. Whereas on TV, a specialised channel is asked many questions. 

    Kapoor highlights that the premiumisation of speciality channels has already started on digital and all the creamy digital assets are being taken and TV has not understood this concept yet.

    He also gives a warning to TV channels. “I have said this three years ago that the death of TV is coming and I don’t think so it is about consumption. According to data, the consumption of content on digital assets in the last month has doubled which is not the case with TV. The CPMs are also good on YouTube which is not the case with TV. And look at how the world is still living in the old ways."

    According to Kapoor nothing has changed post NTO 2.0 whether you are a paid channel or free. No matter what, you have to pay carriage fees. He feels that if you are a smaller channel there is more arm twisting. 

    India's most-loved chef seems to be upset with the situation for his channel during lockdown. He said, "Even in the lockdown when everyone says be compassionate, there is a ticker that says Food Food channel is not available.  As far as carriage fee is concerned, I am not in that position to pay. Do you think when people want to see content on food this is how television should act? We still believe in the power of content. So, we will partner with distribution mechanisms who are fair."
    He added, "Tata Sky understands speciality. They are our partners for quite a long time. With Jio coming in I see a hope for speciality channels. But the people who think old school have not changed."

    Food Food is currently available on Tata Sky and Airtel. On the cable side it is available on Siticable, GTPL Hathway and small cable networks.

    He also felt that there is a need to change the way advertising works on TV.

    He said, “There should be a mechanism where people will feel benefited from advertising; it should not be shot in the dark. People say that a GEC channel's and a specialty channel like FOOD FOOD’s rate should be the same. That's like saying a general physician and a heart surgeon should charge the same. It doesn’t work like that. Our media has not understood this yet. I think this is the time to change, to respect each and every person and all specialties.”

    Kapoor, who runs a company named Wonderchef and is also the brand ambassador of the same company, believes in spending wisely.

    "If money cannot be converted into sales then it is money not spent well. This is my approach since the beginning.That is why I say variable cost model is important. I am ambassador for many brands. I tell them that I will not take the money if I cannot give you better sales. You can do a percentage sales with me; a royalty kind deal." 

    In the future he looks at investing in artificial intelligence, ML platforms and Google Home. "I would invest more on solutions for bringing better content and better quality in food," he concluded.