MUMBAI: Star World, the official Indian broadcaster of the longest running cooking show in the world, MasterChef Australia, launches its campaign to #Reunite your family. In this time and age of ever-growing smartphones and cheap data prices, everyone is glued to their own little screen, in their own little silo, doing their own thing. But uniting all individuals, television is the one medium that celebrates family time, and with MasterChef Australia Season 11 premiering on Star World starting 16th September 2019 at 9 PM on Indian television, get to the experience some joy, some food, and a little bonding with family.
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Showcasing the power of food with multiple TVCs lined-up, Star World introduces its campaign promos exhibiting its wonderful ability to bring family members together as they bond over food. In keeping with the theme of the campaign, Star World follows the insight of how food, the social agent and an ultimate enabler of conversations, unites even the most anti-social members of the family while also instilling a sense of inspiration within them. These exciting TVCs convey the idea of re-uniting with family members, from teenage kids to millennials and grandparents.
The first TVC features a bear stepping out of his den after a long term of hibernation. This bear is compared to the typical teenager girl who behaves to be in perpetual hibernation. The TVC cuts to both stepping out of hibernation for one reason only… FOOD with family, i.e. MasterChef Australia. To rightly portray this analogy of bears and humans in hibernation in the film, the promo takes inspiration from the engaging storytelling style of Sir David Attenborough, the British naturalist and television personality, known for narrating many nature and planet focused documentaries.
Honoring the friendly neighborhood trio of judges – Matt Preston, Gary Mehigan, and George Calombaris, Star World brings the next TVC that attributes to #Reuniting the three of them one last time.
Extending the idea of uniting people over food, the third promo features the ladies of the house, often busy tending to other family members, come together at 10 in the morning to watch MasterChef Australia.
And the last TVC on ‘immunity pin’ has all family members set on the dining table; this promo video celebrates the sibling mockery and love. Here, the daughter wins the immunity pin and gets to skip the green salad while the son has to now gulp it down.
Star World builds this campaign based on insights gained from detailed research through T.V. viewership data and tapping into family viewing, and their emotional connect with the show. Research also suggests that a show like MasterChef Australia is not only a food show but one that inspires home chefs into becoming culinary masters, making it India’s favorite reality culinary show. In an age where the quality fam-time is almost nil, Star World brings out the magic of these films and showcases the power of food to #Reunite them all.
Moreover, to create an immersive experience for its audiences, Star World is organizing ’Mystery Supper’ – dinner parties in Mumbai, Bangalore, and Delhi. Through this on-ground launch activity, Star World, will #Reunite people from across the culinary industry. Resolved to take the excitement to another level, Star World will reveal the locations, menu, and chef, only on the day of the event!
Expanding the campaign to #Reunite, Star World introduces an eight-week contest across all digital platforms with the ‘Ultimate Gourmet Challenge’ and brings biggest of throwback challenges and creations in order to engage with all MasterChef fans throughout the season.
So, gear up as Star World curates a food experience like no other with you, your family, and MasterChef Australia, starting 16th September 2019 at 9 PM.
