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Brands creating stories with food in the centre stage is nothing new. But due to the Covid-19 lockdown, we have seen a massive increase in cooking-related content. Many brands joined the bandwagon to bring out recipe contests, UGC, e-books, celebrity chef videos and several other content formats. But as so many brands are creating cookery content, it’s become even more difficult to stand out in the clutter.

Bringing freshness to the table, Samsung collaborated with mother-daughter duo Neena and Masaba Gupta to promote its Masala & Sun Dry Microwave. Not just they talked about the benefits of the microwave in the video, but also weaved it in a story that didn’t blatantly promote the brand on the face of consumers.

The videos posted on social media by Neena and Masaba Gupta:

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Neena Gupta (@neena_gupta) on

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Neena Gupta (@neena_gupta) on

The duo created two videos for the brand. Each one invited the other over dinner in the videos. Both created delicious food items using the microwave, weaving it in the cute mother-daughter conversations.

Masaba and Neena’s pair got famous after their latest Netflix series Masaba Masaba. It was an interesting move for the brand to bring them on board together to promote the microwave. The celebrity influencers were able to fetch over one lakh views in an estimated media value pegged around Rs 30 lakh.

As evident from the Sheeko’s activity graph, Samsung has been active on digital platforms in the past two months, but after coming up with this campaign, there has been a significant rise in their numbers.

Content@BuzzInContent.com