October 09, 2024, Mumbai – Crompton Greaves Consumer Electricals Ltd. (CGCEL), India’s leading consumer durables brand, is taking its mission to elevate home cooking to new heights with its innovative celebrity campaign. In a captivating new campaign, the brand has teamed up with the much-loved celebrity Genelia Deshmukh for a social media campaign that highlights Crompton’s Mixer Grinders as the best kept secret to achieving fine taste in food. Designed to help consumers create delicious meals effortlessly, the campaign also features some of India’s top chefs – Natasha Gandhi, Guntas Sethi, Saloni Kukreja along with, some of the famous TV and media personalities – Disha Parmar Vaidya, Kishwer Merchant, and Rimpa Roy – all joining forces to unlock the ‘Secret of Fine Taste’ with Crompton Mixer Grinders.
This campaign brings together the playful chemistry of Genelia and Riteish with the expertise of India’s top home chefs, creating a unique and engaging experience for consumers. Through a series of engaging social media interactions, fans will witness the power couple and the chefs take on #TheFinestChutneyChallenge, attempting to create Maharashtra’s famous Jawas Chutney while showcasing the transformative potential of Crompton Mixer Grinders in achieving the ideal blend of flavours and textures for any dish.
Our passion for cooking has led us to appreciate the subtleties that make a dish truly exceptional. We understand that not everyone has the time or inclination to be so meticulous, but we believe that even the smallest details can significantly impact the final outcome. That’s why achieving the perfect consistency is essential to enhancing the flavour and texture of your food. Indian cuisine, renowned for its intricate blend of spices and masalas, demands a mixer grinder capable of unlocking its full potential. Crompton’s newest innovation, the Ameo Pro Mixer Grinders, offers powerful grinding technology that helps consumers effortlessly achieve fine textures and rich flavours, saving time while elevating taste. These versatile machines are designed to simplify grinding, allowing you to focus on creating delicious, flavourful meals with ease.
This engaging collaboration with renowned chefs like; Natasha Gandhi, Guntas Sethi, Saloni Kukreja and of the famous TV and media personalities – Disha Parmar Vaidya, Kishwer Merchant, and Rimpa Roy aims to inspire viewers while demonstrating how Crompton Mixer Grinders simplify the process of achieving superior best-quality results in the comfort of their own kitchens, delivering the secret of fine taste for all dishes.
Talking about the company’s all-new celebrity-driven campaign, Pragya Bijalwan, CMO – Crompton Greaves Consumer Electricals Ltd. said, “Crompton continues to uphold its promise of delivering ‘The Secret of Fine Taste,’ by focusing on the power of fine grinding and empowering home cooks to create extraordinary meals with ease. Our Crompton Mixer Grinders, equipped with advanced MaxiGrind technology, are designed to elevate this very culinary experience by unlocking the finest flavors and textures in every dish. Achieving that perfect fine taste can often be challenging, and that’s where our mixers shine. We’re thrilled to collaborate with Genelia and some of India’s top home chefs & TV personalities for this campaign, which highlights how our grinders can transform everyday ingredients into culinary masterpieces.”
The newly launched social media campaign, kicked off with a teaser reel featuring Genelia Deshmukh, where she shares her love for Maharashtrian cuisine and hints at making one of its most iconic dishes—Jawas Chutney. While highlighting its health benefits and simplicity, Genelia teases the audience by mentioning a secret ingredient that elevates the dish to perfection, even keeping her husband Riteish in the dark despite his love for her culinary experiments. As she lists a few key ingredients, she invites the audience and followers, including Riteish, to guess what makes her chutney truly special.
In the second reel, the story unfolds as her followers attempt to make the chutney themselves, but struggle to match the flavour. The reel then reveals Genelia’s secret to fine taste—Crompton Mixer Grinders. With their advanced MaxiGrind technology, these grinders effortlessly handle even the toughest ingredients, ensuring perfectly ground masalas every time. Genelia demonstrates how the new Crompton Ameo Pro Mixer Grinder simplifies the process, turning the challenge of grinding into a breeze and delivering flawless results for every dish.
Join the culinary adventure with Genelia Deshmukh, and India’s top home chefs as they compete in the #TheFinestChutneyChallenge. Watch as they showcase their skills and the transformative power of Crompton Mixer Grinders in achieving the perfect blend of flavours and textures. The best entries will be rewarded with exciting prizes.
