MUMBAI: Colors’ food show Farah Ki Daawat hosted by Farah Khan has brought to the fore memories about food and anecdotes of A list celebrities. Created and produced by Wizcraft Television, the food show features celebrities using their trusted cooking companion – Mahakosh Cooking Oils. To take this show to newer heights, Maxus ESP has partnered with Wizcraft for Farah Ki Dawaat and devised a complete marketing plan that will create a powerful engagement for the brand.
Talking about this association, Maxus ESP national director Shailja Vohra said, “Mahakosh’s association with Farah Ki Dawat on Colors is an example of how content can take center stage and showcases how Maxus ESP is able to get content in the center of communication planning. The partnership proves how large and premium brands such as Mahakosh Cooking Oil have instilled their continued faith in Maxus, which has been able to deliver robust and triumphant strategies. This campaign is an extension of that as over the next four months we have lined up a host of innovations.”
The content rollout plan includes specially created TV vignettes, print ads, a well compiled recipe book, along with consumer contest and product seeding with India’s top celebrities, among other things. This show is also being promoted on social media platforms and a variety of recipes will soon be uploaded on the Farah Ki Daawat YouTube channel, and an on-air contest too is part of the blitzkrieg marketing plan. A promo video for the contest with Farah Khan has also being filmed.
Wizcraft International Entertainment director Wiz Sabbas Joseph added, “Not only is the brand integration seamless, the idea to use and reach out through multiple platforms and use multi-channel engagements is what makes this a winner.”
As part of the sales-led contest aptly named ‘Mahakosh Daawat-E-Khas Contest’, consumers of Mahakosh Cooking Oils will be provided to not just cook a meal with Farah Khan, but also win a host of exciting prizes by buying a pack of the oil brand and messaging the code under the cap, to a designated number. We are sure the Maxus team will do a fantastic job in meeting upto our expectations and delivering the results,” added RSIL (Popular Division) head of marketing Alok Mahajan.
