Britannia launches virtual cook-along show to promote cheese offerings
In collaboration with GroupM’s Essence and Britannia Cheese, India Food Network is launching a virtual cook-along show called Britannia Cheese StarChef. The show will feature leading Bollywood actor Saif Ali Khan and celebrity chef Shipra Khanna coming together, via concurrent video-conferencing to cook up a storm of delicious and innovative cheese-based recipes of Indian and global cuisines, from within the comfort of their own kitchens.
During the period of lockdown and social distancing, Saif has been utilizing his time by enhancing his culinary skills and cooking for his family and staff, which he often calls therapeutic and magical. Shipra, being an acclaimed MasterChef India winner, is globally renowned for her culinary expertise and passion for food. Together, the duo will rustle up mouth-watering and easy-to-make recipes like Cream Cheese Chocolate Cookie, Pizza Pockets, Cheesy Vada Pav, etc. Each dish will be prepared with a selection of the Britannia’s cheese products such as Britannia Cream Cheese, Roast Garlic Cheese Spread, and Britannia Asli Pepper cheese.
The show will comprise of 12 episodes of not more than 5-10 minutes each. However, the key defining aspect of the show was its creative direction and production, overcoming several logistical challenges faced, due to the restricted movement and social-distancing rules owing to the global pandemic. IFN ensured that the direction of all episodes was conducted and controlled remotely, through multiple simultaneous video-call setups in the kitchens of Saif and Shipra, back-kitchen support for Saif, equipment, and props distributed to the anchors met with optimum levels of safety measures through sanitization and protective packaging.
Throwing light on how the show’s virtual production and execution despite logistical hurdles, Naveen Nair, Head of Operations, India Food Network (IFN), said, “Through this initiative, we saw an excellent opportunity to push the envelope in terms of innovative virtual direction and show production, keeping technology, content-creativity and safety standards at the forefront. Right from the initial conceptualization of recipe-versatility to the coordinative communication and execution between Saif, Shipra, the teams at Britannia, GroupM and us, we were able to piece together all the aspects of content creation, production and distribution cohesively, which enabled us to hone and extend our expertise by yet another notch!”