Life is great, Cheese makes it better! This adage sums up the universal love of cheese. Cheese is that special, star ingredient that turns a good dish into a dish extraordinaire. Bringing it into the spotlight this season is the all-new show – Britannia Cheese StarChef, a 12-part YouTube series that transforms Bollywood star Saif Ali Khan into a StarChef as he learns to cook with MasterChef winner Shipra Khanna and Britannia Cheese.
Commenting on the association with Britannia, celebrity chef Shipra Khanna says, “The cheesy affair with Britannia Cheese StarChef makes me believe that in the kitchen a Star can become a Chef and a Chef can become a Star. Shooting online with Saif was fun and unique, especially with Cheese which is one of my favorite ingredients.”
Saif Ali Khan and Shipra Khanna will cook 12 lip-smacking, delightfully rich cheesy dishes. Five episodes of Britannia Cheese Starchef is live on the Youtube channel, which comprise dishes like Cheesy Paratha, Grilled Cheese roll-ups, Cheesy Paneer Nachos, Cheesy Vada Pav and Chessy Poppers.
The dramatic rise in home cooking since the outbreak of the pandemic was the key trend that informed the making of the show. Cooking has become a recreational activity, and whole families are cooking together and enjoying the time spent with one another. As per consumer surveys, this is a trend that’s here to stay.
Britannia Cheese picked on this insight and curated recipes that cover a broad spectrum of consumption moments, with the central ingredient being cheese.
Sharing his perspective on the initiative, Gunjan Shah, Chief Commercial Officer, Britannia Industries said, “The lockdown propelled many consumers towards in-home consumption and to experiment with cooking food. This led to growth across food categories with cheese being a huge beneficiary of this trend. Britannia prides itself on building superior products and its cheese, made with the goodness of cow’s milk, has a distinct yellow color & a rich cheesy taste that is loved by its loyal consumers.
He further added, “Cheese has been the fastest-growing category in Britannia in the last quarter. As we continue to strengthen our position, our aim is to effectively connect with the consumers’ passion for cooking and provide cooking content in turn with today’s in-home reality. Britannia Cheese StarChef will not only entertain but also encourage consumers to continue cooking and experimenting at home with the best cheese.”
Britannia Cheese StarChef is a high decibel 360 digital, campaign across metros. The campaign can be viewed across multiple digital platforms such as YouTube, Facebook, Instagram and Twitter. The show has been brought forth in collaboration with India Foods Network and GroupM’s Essence and Motion Content Group.