MUMBAI: #fame, a digital entertainment network, has partnered with Food Food channel for its show Hi Tea with chef Ajay Chopra. This is part of a cross marketing initiative to create a platform for promoting talent. The idea is to have a different #fame talent as guests on the show where they have a chance to demonstrate their talents.

As a part of this collaboration, #fame find Sandesh Motwani, who is a musician and an avid singer will make a concept called Chai Aur Romance on the show along with chef Ajay Chopra. Similarly, Ehesaas, a three hit member band from Kolkata will create a concept called Chai Aur Fun for its Holi special episode; Amrita Rana who is a cricket lover will create Chai Aur Cricket sports and Meneka Arora, a movie buff will create a concept called Chai Aur Filmypana on the show.

#fame CEO Saket Saurabh said, “I am very pleased and excited with this partnership. Food Food channel and Hi Tea show is an excellent platform to showcase the vast pool of talent that we have at #fame and celebrity chef Ajay Chopra is an ideal host as well. The concept that we have developed is unique and I am sure it will be a huge hit with the target audience. It’s a win-win situation for both the partners.”

Food Food head content Ruchir Joshi added, “Cooking is no longer considered a chore; it is becoming an integral part of our lifestyle. At Food Food we believe in leveraging this facet, to give our viewers a little beyond just recipes. With internet becoming a robust medium for people to learn and improve their culinary skills our association with #fame, one of the fastest growing digital platforms, gives us a chance to connect and engage with a wider set of audience across the globe. #fame talent will definitely intrigue the viewers of our show.”