Maggi picks Zee TV and Living Foodz for its content initiative ‘Kitchen Journeys'

Zenith had conceptualised the core idea of the show for Nestle and ZEEL, later won the multi-channel pitch for execution and broadcast of the show. Every episode focuses on how each guest has taken challenging circumstances in their stride and overcome difficult situations to set up something they were passionate about

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Maggi has added some spice to its new brand positioning ‘Kuch Achha Pak Raha Hai’ with the launch of its new content initiative ‘Kitchen Journeys’, conteptualised by Zenith. The brand has picked Zee TV and Living Foodz in order to ensure much larger scale to the initiative.

The show will premiere on Zee TV at 6.30 pm starting Saturday, July 14, and on Living Foodz at 1:30 pm on Monday, July 16.

Zenith conceptualised this idea for Nestle, based on the insight that cooking is an inherent but undervalued talent in our country. But, there are women who are using their cooking skills to make a difference. On the back of Zenith’s insight, Zee network then arrived at a unique creative solution that establishes how through cooking, women have been taking charge of their destinies and realising their dreams, bagging Nestle’s competitive, multi-channel pitch for the show.

Maggi Kitchen Journeys brings forth 12 heart-warming, motivating chronicles of women who have established their own unique identity, empowered themselves and their families, using food as a medium. These women have all applied their cooking skills creatively in various ways, right from starting their own tiffin service to being a ‘foodpreneur’ to using their talent for rewarding causes such as social upliftment. The guests share their awe-inspiring success stories in a free-wheeling conversation with the show's host, actress Renuka Shahane.

Tanmay Mohanty

Tanmay Mohanty, Group CEO, Zenith India said, “Our effort has always been to create enriching brand experiences that seamlessly tie into business objectives and ROI. The Maggi portfolio focus is on how it can be part of daily cooking through its superior nutritional and product spread in India. It was apt that we launch into Maggi Kitchen Journeys, a show which brings out their success stories, aspirations and entrepreneurial skills . We have crafted this as a multi-channel initiative across digital, TV and on-ground to drive women empowerment and focused on building content pegs to inspire, empower and recognise the home cooks."

Suresh Narayanan

Talking about the initiative, Suresh Narayanan, Chairman and Managing Director, Nestlé India, said, “From our purpose to our products, we have always had culinary expertise at the heart of everything. It is truly inspiring to see people discover their strength, reclaim their lives and make a difference to the society they belong to. Maggi Kitchen Journeys is our attempt to celebrate the stories of such women who have soared to great heights by using every day culinary skills to fuel change. Indeed it is inspiring how these women have achieved extraordinary things.”

Maarten Geraets

Maarten Geraets, General Manager, Foods, Nestlé India, said, “At Maggi, we believe that home-cooking deserves its rightful due. Home-cooking provides us everyday meals and has a huge impact on oneself, the family and consequently on the society. We will be narrating the stories of the 12 inspiring women who have carved their own destiny by using the power of cooking. We are extremely excited about our partnership with Zee TV and Living Foodz in taking our message of ‘Kuch Acha Pak Raha Hai’ forward.”

Ashish Sehgal

Ashish Sehgal, Chief Operating Officer, Zee Unimedia, said, “ZEEL shares great thought synergies with Nestle, who has been a cherished client over the years. Our brand philosophies intersect beautifully when it comes to igniting a spark amongst the Indian masses to achieve the extraordinary. Through this collaboration with Nestle and their media agency Zenith India, we as broadcasters, are happy to help amplify this message across and ensure that it reaches the largest denominator in the form of engaging television content.”

Prathyusha Agarwal

Prathyusha Agarwal, Chief Marketing Officer, ZEEL, said, “We are very excited to bring alive Nestle’s brand vision through a show that salutes women who have combined their culinary expertise with gumption and industriousness to re-write their destinies and emerge as successful entrepreneurs. The content fits beautifully with the two channels we plan to showcase it on - Zee TV, where our brand philosophy Aaj Likhenge Kal is all about inspiring the masses to draw from their inner strength, seize the right opportunities and reach out to an extraordinary future and Living Foodz, our lifestyle channel, which elevates food from just something cooked within the confines of a kitchen to an emotion that bonds people together and paves a way of life.”

Creatively conceptualised by Living Foodz, every episode focuses on how each guest has taken challenging circumstances in their stride and overcome difficult situations to set up something they were passionate about. One such story is about Padma Srinivasan, an 80-year old resident of Bangalore, who started Pizza Haven from a garage and is using the money to build an old age home, an orphanage and a vocational training centre for rural women. The show introduces you to women like Kainaz Messman, who quit her job due to a severe back injury and decided to channel her love for desserts by setting up her own brand. Just when she was told that it would be impossible for her to become a Chef, the idea of ‘Theobroma’ struck her. Today, Theobroma is a giant success and has turned into everyone’s favourite dessert joint. 

The guests on the show will present their signature recipes alongside Shahane and will be included in the Maggi Diaries Community.

Zee TV Kitchen Journeys Living Foodz Maggi