Moj Announces Month-long Video Cooking Competition Across 21 States

Industry Watch | January 27, 2022 | News

Moj Kitchen Minister

Moj, a short video app, has announced the launch of a cooking competition ‘Kitchen Ministers of India’ across 21 Indian states.

The digital hunt will give Moj users a chance to present traditional delicacies from their states and bag the title of ‘Kitchen Minister’ of that state.

The month-long campaign, starting 25 January 2022, will give foodies an opportunity to showcase their talent not only on Moj but also to a panel of chefs including Sanjeev Kapoor and Ajay Chopra.

Chef Chopra will also mentor participants by sharing tips on how to master the traditional recipes and present them through videos. For each state, a designated Moj influencer has been assigned – like Pranavi Manukonda from Telangana, Naveen Singh from Uttar Pradesh, Divya Upadhyay from Madhya Pradesh, Ann Sindhu Johny from Kerala and Renuka Kumaravel from Tamil Nadu. They will promote and also participate in the campaign.

Shashank Shekhar, Senior Director – Content Strategy and Operations, Moj, said, “Since the lockdown, when almost everyone experimented with cooking in their kitchens, there has been a drastic rise in food-related content where people across age groups shared recipes that were traditional, easy to make or trending. With Moj’s first mega food campaign – Kitchen Ministers of India – we want to put a spotlight on the talented home-chefs from the Moj community across different states of India. It's an amazing opportunity for short video food creators to get guidance from the master chefs like Sanjeev Kapoor and Ajay Chopra. We are sure that this fun competition will see some unique recipes and styles defining Indian food culture in its entirety.”

Chef Kapoor said, “The food culture of different regions within India can be defined by its traditions, history and beliefs. I am excited to be part of Moj’s Kitchen Ministers of India and witness the new-age renditions of traditional recipes across the nation. The participants will be judged on their skills and ability to creatively present their local delicacy.”

Chef Chopra added, “Moj’s Kitchen Ministers of India is one-of-a-kind digital cooking competition that is based on the video of the recipe, technique and creative presentation instead of the judges sampling the dishes. I am thrilled to reconnect with our roots and discover different cooking styles through mentoring India’s budding home-chefs.”

The ‘Kitchen Minister’ from each state will be declared in the month of March and will receive e-commerce vouchers worth Rs. 25,000 each. Besides which, weekly titles such as Swag Kitchen Minister, Fashionable Kitchen Minister, Chopping Kitchen Minister, Humorous Kitchen Minister, Presentable Kitchen Minister and Cuteness Kitchen Minister will be presented.

A ‘Kitchen Minister’ from each state will be declared in the month of March and will receive e-commerce vouchers worth Rs. 25,000 each.

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