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One Big Idea by Sanjeev Kapoor Brand integration redefining monetization of food in broadcasting

(04/04/2013)

Food today is not a mere consumable – it is rapidly acquiring a lifestyle halo. As prosperity invades Indian households, food is coming out from the kitchens and extending well into our lives. Food today has become experimental, has gone cosmopolitan and has discovered fusion. Broadcasters are thus tuning in to whet the appetite of their consumers, the viewing audience who are as much fed by the content as they feed the content. Advertisers have started sharing a substantial part of their budget on food and lifestyle shows.

Food in media has created a whole new avenue of advertising – innovative brand integration. There is not only opportunity for product placements, but the ingredients themselves can be branded, new concepts can be introduced and new methodologies demonstrated while simultaneously ‘pushing’ the brand itself. The chef, often seen as a guru, and emulated in the hope of achieving similar culinary success, becomes a natural spokesperson and endorser for products.

Food also naturally allows for a high degree of interactivity and entertainment. Both of which the consumer today seeks from the media. The food gamut is endless and covers a vast sphere from travel to entertainment to culture and even kids. Almost every aspect of media lends itself to food, be it game shows, travelogues, lifestyle features, talk shows, or even soaps… space for every brand to be naturally incorporated into the content! 

Source: MXM India

MasterChef Sanjeev Kapoor

Chef Sanjeev Kapoor is the most celebrated face of Indian cuisine. He is Chef extraordinaire, runs a successful TV Channel FoodFood, hosted Khana Khazana cookery show on television for more than 17 years, author of 150+ best selling cookbooks, restaurateur and winner of several culinary awards. He is living his dream of making Indian cuisine the number one in the world and empowering women through power of cooking to become self sufficient. His recipe portal www.sanjeevkapoor.com is a complete cookery manual with a compendium of more than 10,000 tried & tested recipes, videos, articles, tips & trivia and a wealth of information on the art and craft of cooking in both English and Hindi.

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