Fortune, Zee Khana Khazana invite moms to cook

Fortune cooking oil, the flagship brand of Adani Wilmar Ltd, has tied up with Zee Khana Khazana for a unique cooking contest, called ‘Mummy Ka Khana’.

On partnering with Zee Khana Khazana, Manish Iyer, Associate General Manager, Strategy & Marketing, Adani Wilmar Ltd, said, “Zee Khana Khazana is one of the earliest nationally rolled out cookery channels, which in many ways defined the benchmark for many such shows to follow. Its popularity is immense and we felt that partnering with it would create the kind of excitement amongst the consumers we were hoping for.”

The contest is being promoted heavily on radio and the online medium. Iyer divulged, “This contest, in fact, is an attempt at understanding the efficacy of the Internet medium, hence most of the promotion for the contest has taken place on the Internet – social media, YouTube, email, Google ads and websites frequented by women. The response has truly been overwhelming.”

Commenting on the promotional spends, Iyer said that the figures were nominal as this was purely an attempt to gauge the medium and understand how it worked in terms of reach, impact, consumer interest, and so on. “The spends are about 1.5 per cent of the total campaign spends,” he divulged.

Talking about the idea behind the contest, Iyer said, “It is a universal fact that food cooked by one’s mother is the best, and this is the theme that the campaign goes on to highlight. Even in the contest, we are inviting mothers to come forth with the recipes most liked by their kids or even kids nominating their favourite recipes of their mothers. So, while on-screen, the best recipes will be showcased, the nomination would have happened as a result of the mother-child bond, of which appreciation for Maa-ke-haath-ka-khana is an integral part.”

As part of the contest, mothers aged 18 years and above are invited to share their experiences and submit their signature recipes on Fortune cooking oil’s official website: www.fortunecookingoil.com. Twenty most innovative recipes will be shortlisted and be featured on Zee Khana Khazana. The show is expected to go on air from February 2012. Mothers can also know more about the contest on Fortune cooking oil’s Facebook page – www.facebook.com/pages/Fortune-Cooking-Oil/151120571660148. Last date for receiving entries is January 20, 2012.