IFB Spice Secrets Master.Chef is a first-of-its-kind initiative by an appliance brand. The nationwide competition travelled the length and breadth of the country, in a bid to find India's first microwave Master.Chef. IFB builds its products and services around it’s brand promise of Set Yourself Free. Our customers are people who genuinely believe in this ethos. Which is why we decided to make them our veritable brand ambassadors. From exhilaration to exasperation, this program captured the entire gamut of emotions the participants went through and of course, an exciting array of dishes at the end of each Master.Chef round. The after sales of Microwaves were exemplary.

1. SPICE SECRETS
master.chef

2. A BRIEF INTRO
IFB is a leading manufacturer of a wide range of home appliances:
from Washing Machines, Dryers, Dishwashers, Microwave Ovens,
Modular Kitchens, Refrigerators to Air-Conditioners.
To know more about us please visit: ifbappliances.com
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3. OPPORTUNITY BECKONS
We offer you a unique opportunity to engage with women
who are genuinely interested in cooking.
By participating in our IFB Spice Secret program you can
reach out and engage with them, and promote
your brands and products directly to them
in a most cost-effective manner.
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4. SPICE SECRETS PROGRAM
As a marketing initiative to promote our Microwave Ovens
for more than a decade we have been organising
microwave cookery programs.
We have held thousands of Spice Secrets programs
across the country aiming to spread microwave cookery
in Indian and International cooking. These were cookery demo
programs.
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5. SPICE SECRETS PROGRAM
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6. SPICE SECRETS PROGRAM TODAY
Now we have taken the program further.
Going beyond demo shows we have extended our Spice Secrets
initiative to engage with our customers in a meaningful way
and build a deeper relationship with them.
We want to give an opportunity to grow their interest in cooking.
And encourage them to use their inner talent profitably.
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7. SPICE SECRETS PROGRAM TODAY
Spice Secrets
Master.Chef Cookery Classes Recipe Queen
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8. MASTER.CHEF PROGRAM
Watch Trailer
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9. MASTER.CHEF PROGRAM
Our Master.Chef is a mass participation program
designed for IFB customers only to build a strong brand
engagement and loyalty.
Through this program we want to spread healthy cooking
with microwave ovens.
And create brand ambassadors for IFB who will evangelise
our products, especially our Microwave Ovens.
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10. MASTER.CHEF PROGRAM
Top 10 Auditions | Level 1
 Starts with an Open House Demo |
A 4-hour session in a 5-star hotel
 With 80-100 participants | Our MWO customers |
Participation is free
 Different cuisines and preparations shown |
By a reputed Top Chef from a 5-star restaurant
 End by inviting participants for the IFB Master.Chef program
 Selection by a ‘mystery dish’ contest | 10 participants are
chosen to compete to become a Master.Chef
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11. PROGRAM COLLATERAL
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Banner
Standee

12. PROGRAM COLLATERAL
Booklet
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Registration & Feedback
Forms

13. TOP 10 AUDITIONS
The venue
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The program merchandising

14. TOP 10 AUDITIONS
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15. TOP 10 AUDITIONS
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16. TOP 10 AUDITIONS
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17. MASTER.CHEF PROGRAM
Master Classes | Level 2
 The 10 selected participants are intensely trained
in microwave cooking during Master Classes
 Held by independent Top Chefs and our sous chefs
 Different cuisines and preparations are taught
over 4 days
 On the 5th and final day skills of participants are tested
and judged by the Top Chef
 Only 5 are selected as Master Cooks for holding Home Demos
at the next level
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18. MASTER CLASSES
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19. MASTER CLASSES
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20. MASTER COOK COMPETITION
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21. MASTER COOK COMPETITION
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22. MASTER COOK COMPETITION
22 CONFIDENTIAL

23. MASTER.CHEF PROGRAM
Home Demos | Level 3
 The 5 chosen Master Cooks are then asked to hold
cookery Demos at their own home
 Each Demo is sponsored by IFB and the cost of
holding the Home Demos are borne by us
 Based on the quality of cooking, presentation and
organisation at each Home Demo the final 3 contestants
are selected for the IFB Master.Chef Grand Finale
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24. HOME DEMOS
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25. HOME DEMOS
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26. MASTER.CHEF PROGRAM
Master.Chef Grand Finale
 This a Open House same as Top 10 Auditions
Held in a 5-Star hotel | 80 – 100 participants
 There’s an added twist of excitement | At the end
of the demo session the Grand Finale is held
 The 3 chosen Master Cooks are then asked to show their
culinary skills by cooking 3 dishes in 60 – 75 minutes
 Each preparation is judged by a panel of independent
Top Chef based on the quality of cooking and presentation
 The winner is adjudged as the IFB Master.Chef
26 CONFIDENTIAL

27. GRAND FINALE
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28. GRAND FINALE
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29. GRAND FINALE
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30. THE SPICE SECRETS TEAM
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31. AFTER PROGRAM
Our first Master.Chef Mrs.Rampriya conducting cooking
events as IFB brand ambassador at Salem, Tamil Nadu
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32. MASTER.CHEF REALITY SHOW
The entire fortnight-long program were video recorded like a reality
show | Produced by a team of professionals
We created 7 webisodes with teasers, and 11 recipe minisodes
These were uploaded on to You Tube and on our website
To see the episodes please visit: www.youtube.com/ifbappliances
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33. THE REALITY SHOW
Top 10 Auditions Episode Grand Finale
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34. THE RECIPE SHOW
Molten Chocolate Lava Cake Peanut Butter Cookie
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35. PROGRAM PROMOTION
Online promos
 Website
 Online ads
 Social Media
Offline promos
 In-shop program promo
 In-product promo material
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36. WEB PROMOTION
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Spice Secrets
Homepage
 Master.Chef
 Recipe Contest
 Offline Cookery
Classes
Total views: 2 Lakhs+

37. WEB PROMOTION
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Master.Chef Page
To allow customers to read
as well as watch the episodes
of the series

38. WEB PROMOTION
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Recipe Page
To showcase recipes
recorded during the
program

39. ONLINE PROMOTION
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Economic Times
Flipkart

40. SOCIAL MEDIA PROMOTION
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YouTube Page - Total Views – 2 Lakh+

41. SOCIAL MEDIA PROMOTION
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42. EMAILERS PROMOTION
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43. MASTER.CHEF PROGRAM TIMELINE
EVENT TIMELINE
Top 10 Audi t ions 5 days*
Master Classes 5 days*
Home Demos 5 days*
Grand Finale 5 days*
Total Program 30 days
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* Includes preparation time

45. LOOKING AHEAD
Having created a proven brand property with IFB Spice Secrets
Master.Chef program we plan to build on it further…
 To take the program to other urban markets and make it pan-Indian
 Four Master.Chef programs are planned for the year – one in each
of the regions | Our next target centers are Chandigarh, Goa, Kolkata
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46. WHAT WE ARE LOOKING FOR
We wish to team up with a few select brands as co-sponsors for the
Spice Secrets Master.Chef program
Our consumers are typically women from upper & middle class
urban households who are keen about cookery
Annually we reach over 150,000 customers through
our MWO sales alone
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47. WHAT WE HAVE TO OFFER
Co-sponsors in the Spice Secrets program can benefit from:
 Live events at all levels
 Branding opportunities
 Product marketing & promotion opportunities
 Consumer engagement opportunities
 Online promotion
 Co-branding in reality show episodes
 Access to our ever expanding database (300,000+)
of IFB consumers for promotion
 In-product promotion
 In product promotion with IFB MWOs to reach
over 150,000 customer every year
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48. SPONSORSHIP OPPORTUNITY
 Co-sponsor x 1: Rs 6 lakh per program
 Associate Sponsor x 2: Rs 3 lakh per program
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49. THANK YOU