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Tata Sky has roped in Masterchef  Shipra Khanna to promote its cooking channel. She will be seen sharing quick recipes for the Christmas season.

Khanna will be going live on Tata Sky's social media pages today, December 23, 2019, at 4pm. One can find the initiative on social media using the hashtag #QuickChristmasFeast.

Khanna’s Instagram posts to promote the initiative:

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A post shared by MasterChef Shipra Khanna (@masterchefshiprakhanna) on

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Collaborating with Khanna brings instant awareness for the brand. Also, bringing on board a celebrity chef for the cooking channel’s promotions and reaching out to the food lovers through her social media handle is a clever strategy for the DTH service provider.

With a massive following of 2.5 million on Instagram and by posting about the initiative, Khanna has been able to fetch more than 1.8 million reach to the brand. Tata Sky’s media value for the campaign is pegged around Rs 3-4 lakh.

Shipra Khanna’s post reach on Instagram, according to Sheeko Brandscore graph:

This is an innovative way to leverage the masterchef’s audience and to promote a channel. Using the same strategy in the past, the brand brought on board several beauty influencers to promote its beauty channel. According to the Sheeko Brandscore graph, it is seen that the brand has been regularly doing small Instagram campaigns to engage with its audience.