In the four-episode series, Chef Sanjyot invites his celebrity creator friends to the YFL studio for a fun cooking challenge

ScoopWhoop is the fourth big buyout for the group after The Moms Co, BabyChakra and content and commerce platform POPxo, which it acquired last year

BuzzInContent caught up with brands and agencies to discuss how the right content marketing strategy will help brands engage with consumers at relevant touchpoints even when third-party cookies cease to exist

The show hosted by Neena Gupta was part of the brand's #AbHaiMummyKaTime campaign that led up to Mother's Day. It featured four real-life, inspirational women – now successful entrepreneurs – who took time out from their roles as cooks to create identities of their own

The e-cookbook has over 50 easy recipes ranging from morning breakfast delights, Chinese appetizers, healthy meals and snacks to kids favourites, soya desserts and exclusive Chef's Specials that'll open new doors to the traditional use of soya

In its recent campaign, the non-profit media and educational organisation encourages fathers to be an active part of child-rearing. BuzzInContent caught up with Sonali Khan, Managing Director, Sesame Workshop India, to get into the nitty-gritty of the brand's latest influencer-marketing strategy for its campaign #DaddyCool

The campaign has been conceptualised by Chimp&z Inc. The Instagram Reels, made by influencers Karan Sons, Neel, Vivek Menon, and Supriya, uses humour to emphasise the daily interactions with mothers in the kitchen while cooking

The campaign #CoolHaiMeriMaa reiterates that a mother's confidence in a child helps the child to progress and succeed in life. The initiative appreciates their will of standing tall and smiling for their children and guiding them in the toughest of tough situations

This format (nicknamed ‘.we' files to promote sharing) enables two home chefs to listen to their side of the instruction by splitting their earpods. Each earpod plays only one side of the instructions to cook the recipe with your better half in just half the time

The campaign in partnership with Wavemaker India began with an on-ground activation in collaboration with delivery services company Dunzo. MTR Foods started the campaign to reach over 85,000 households with a special MTR Idli hamper and a QR code linking them to the MTR Wow Idli Cookbook

The founder of Leapfrog Strategy Consulting writes that Cookbook is a reminder for those who see branded content as equal to online content – that while brands must talk to consumers in the virtual space since that is where they spend a large part of their day, brands must also communicate with them in a world that is more real and tangible to them

The ingredients for each of the recipes in the cookbook can be ordered directly from the book with a simple QR scan and the order gets delivered by Swiggy Instamart in 30-45 minutes

The recipes were crowd-sourced in a contest in June. The brand received over 100 entries and the top 20 recipes were chosen to be featured in the Hide & Seek #WhipItUp cookbook

Brands creating food-related content is not new. But due to the Covid-19 lockdown, we can see a massive increase in cooking-related content. BuzzInContent.com caught up with Amul, KFC, Big Bazaar, chef Ranveer Brar, lifestyle platform Gobble and digital agency Blink Digital to analyse the growth of the branded cookery content space in India and the art of creating food content

The five-episode series from April 10-14 saw Chef Amrita Raichand interacting live with homemakers, professional culinary experts and even young students over delicious home-made food recipes, culinary hacks using food leftovers and thrifty cooking methods

Through this partnership, ScoopWhoop will be able to leverage Outbrain's platforms to grow their fan base and surface their own content in a prominent manner, as well as driving significant monetisation

Branded content ought to add value to both the content creator and the brand. Sales and editorial need to empathise with each other's roles, taking complete ownership of preserving integrity and voice of the content. But do they understand this role? How is the industry evolving for both teams to work in synergy? How can the lack of coordination impact an initiative? BuzzInContent.com finds out

ScoopWhoop Founders Sattvik Mishra and Rishi Pratim Mukherjee talk to BuzzInContent on the platform's vernacular and video content strategy and how it will help achieve the next phase of growth