MUMBAI: It’s time to sharpen those knives, wear your apron and don the chef’s hat! In this playground for the foodies, it’s a game of imagination and innovation with plenty to mix and match. Come Sunday, 25 April, Zee Café will bring the ultimate cook-off to your television screens with the launch of cooking competitive show, Chef vs Fridge.
Based on the daily challenge posed by the fridge, every week will have exciting new themes featuring extraordinary dishes made from the limited ingredients available in the fridge that are an absolute feast for the eyes.
Airing as part of the channel’s special block ‘What The Food’ that brings MasterChef Australia S10 weeknights at 9, the homegrown production is set to air on Sundays at 8 pm on Zee Café and 10:30PM on Zee Café HD along with five other Zee channels viz. Zee TV, Zee Zest, Big Ganga, Zee Marathi and Zee Telugu in English, Hindi, Marathi and Telugu respectively and stream on Zee5. Coupled with irresistible food, repertoire of flavours and creative meal combinations, Chef vs Fridge promises to take viewers on the ultimate sensory experience that is sure to make every foodie drool.
In a light-hearted campaign film featuring ace celebrity Chef Vicky Ratnani and actor-comic Gaurav Gera, the latter is seen all prepped up for a Mexican cooking experiment. With only idli and tomatoes available in his fridge, a surprised Gaurav is confused and caught off guard. It’s then that Chef Vicky Ratnani comes to the rescue with a unique dish suggestion that mixes the south Indian staple with the quintessential Mexcian ingredient. The film culminates with the judge-host duo revealing the show’s theme in chorus, ‘Ab fridge lega sabki class, chefs banaenge kuch world-class.’
Presented By Haier, co-powered by Lifebuoy and Parle Platina Hide & Seek, cookware partner Prestige, Spice Partner Catch Salt & Spices and Gifting Partner The Gift Studio, Chef vs Fridge promises to be a unique platform with multiple integration opportunities for brand partners.
ZeeL premium channels business head Kartik Mahadev said, “Zee Café has constantly innovated to add to the content repertoire of our discerning audience. Chef vs Fridge is a cook off show that is entertaining and informative and expands our originals content slate into the food entertainment genre. With a large footprint across five Zee channels and Zee5, our endeavour is to create access for the show with the ‘many Bharats’ in English, Hindi and Marathi. There has been great sponsor interest for the show and with the customised solutions and deep integrations we have left no stone unturned in delivering value to our customers.”
Flux @ The Glitch collaborated with Zee Café’s internal team for the campaign. Content strategy & business associate vice president Varun Anchan remarked, “Every day, our refrigerator truly takes us by surprise. Sometimes it turns out to be a vault of treasures and some other times an empty pit. With this being the inspiration for the campaign, the brief from the Zee Café team propelled us to capture the daily challenge posed by the fridge as part of the campaign film. It was great fun collaborating with the Zee team for this project and both Chef Vicky Ratnani and Gaurav Gera added their unique flavours to the film truly which made it an entertaining affair.”
