Jaldi 5 with Nikhil Madhok: Be prepared to be amazed by Junior MasterChef talent

16 Aug,2013

While the seniors were busy showcasing their culinary skills to the nation a few weeks ago, it is now the turn of their junior counterparts to prove that they too can match them all the way. With the inaugural season of Junior MasterChef – Swaad Ke Ustaad set to be kicked off this weekend, Nikhil Madhok, Senior Vice President, Markerting, Star Plus tells MxMIndia’s Johnson Napier what the show has in store for its audiences and why it could be a game-changer in the kids programming genre.


01.We’ve seen much promotion on Junion MasterChef. Can you highlight what’s different about the Indian edition of Junior MasterChef that goes on air this week?

After three successful seasons of Amul MasterChef India, we wanted to do something different for our viewers. So we decided to launch an edition with kids. For the first time, you will see kids showcasing their cooking talent. You’ve seen kids singing, dancing and acting, but never seen them doing some serious cooking. With Junior MasterChef, they enter a territory that was till now assumed to have been owned only by adults. You will be amazed by their talent.


02.Worldwide, how has the junior version of the renowned series been received by the audiences? And what are your expectations form the Indian edition?

Junior MasterChef has been very successful internationally and we believe the Indian edition will also do very well. The recently concluded third season of MasterChef did very well and we are hoping to recreate the same magic with JMC as well. These kids have some serious cooking talent and can take on adults both with their culinary skills and knowledge. Not to mention the fact that is much more amazing and inspiring to see kids cook.


03.Does it matter that corresponding season shows in India are not consumed as generously compared to the first? What has been your experience on that front?

That’s not true for all shows. The recently concluded 3rd season of MC 3 was extremely popular and reached out to millions of viewers. In fact the success of the third season has prompted us to bring out a new variation in the form of Junior MasterChef.


04.Do you see the digitization exercise bolstering your chances of delivering good ratings especially from newer markets?

Digitization gives the viewer not only a better access to the content but also a superior viewing experience.  This is beneficial to all content not only JMC.


05.What has been the response from the advertisers for the inaugural JMC?

The response from the advertisers has been great. Amul’s association with the show goes back a long way and they continue to be the main sponsors for JMC as well. In addition Fiona, Pigeon and Yippee Noodles are already on board as associate sponsors.


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One response to “Jaldi 5 with Nikhil Madhok: Be prepared to be amazed by Junior MasterChef talent”

  1. Ashutosh says:

    cool one !

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