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Star World in marketing drive for Season 6 of ‘MasterChef Australia’

MUMBAI: English general entertainment channel (GEC) Star World is doing a slew of on-ground initiatives to push the new season of ‘MasterChef Australia’ that comes back next month.

Going on air on 28 July, the show will air from Monday to Friday at 9 pm. Star World has put in place promotional activities to create fireworks around the new season.

This year the show promises to get better and tougher, starting out with over 50 contestants with the apt tagline, ‘Where the Food gets Better as the Competition gets Tougher’. This time round, the ‘MasterChef’ experience not only gets bigger but better too, with Star World having explored diverse partnerships and extending its base spanning across the country aiming for widespread promotions. A mega 360-degree promotional campaign has been put in place which will pan across various platforms including on-air, off-air, digital, on-ground and public relations.

Encapsulating the World Cup vibe and ongoing football fever, the show has introduced special advertisements replete with football-styled commentary to go with the season’s biggest sporting event capturing the spirit of the tagline ‘Where the Food gets Better as the Competition gets Tougher’.

Tie-ups with food chains as Experience Partners give birth to an extended ‘MasterChef’-inspired Italian menu at California Pizza Kitchen outlets, master classes with Hard Rock Café and special ‘MasterChef Australia’-inspired brunches at Shiro’s.

Another initiative includes a tie-up with the bowling chain PVR BluO in Chandigarh, Bangalore, Gurgaon and Pune, to create a buzz around the show’s much anticipated launch. To add to the show’s visibility, the channel will market ‘MasterChef Australia Season 6’ with billboards across Mumbai.

The digital promotions of the new season get bigger too, as the channel has put in place an extensive digital campaign aiming to go beyond the 28.5 million impressions the show had garnered last year.