MUMBAI: Crompton Greaves Consumer Electricals (CGCEL), a consumer durables brand, is looking to take its mission to elevate home cooking to new heights with its celebrity campaign. In a new campaign, the brand has teamed up with the much-loved celebrity Genelia Deshmukh for a social media campaign that highlights Crompton’s Mixer Grinders as the best kept secret to achieving fine taste in food. Designed to help consumers create delicious meals effortlessly, the campaign also features chefs – Natasha Gandhi, Guntas Sethi, Saloni Kukreja along with, some of the famous TV and media personalities – Disha Parmar Vaidya, Kishwer Merchant, and Rimpa Roy – all joining forces to unlock the ‘Secret of Fine Taste’ with Crompton Mixer Grinders.
This campaign brings together the chemistry of Genelia and Riteish with the expertise of home chefs, creating an experience for consumers. Through social media interactions, fans will witness the power couple and the chefs take on #TheFinestChutneyChallenge, attempting to create Maharashtra’s famous Jawas Chutney while showcasing what the company says is the transformative potential of its Mixer Grinders in achieving the blend of flavours and textures for any dish.
The company added that Indians passion for cooking has led them to appreciate the subtleties that make a dish truly exceptional. It understands that not everyone has the time or inclination to be so meticulous, but it believes that even the smallest details can significantly impact the final outcome. That’s why achieving consistency is essential to enhancing the flavour and texture of food. Indian cuisine, that blends spices and masalas, demands a mixer grinder capable of unlocking its full potential. Crompton added that the Ameo Pro Mixer Grinders, offers grinding technology that helps consumers achieve textures and flavours, saving time while elevating taste. These machines are designed to simplify grinding, allowing the consumer to focus on creating meals with ease.
This collaboration with chefs like; Natasha Gandhi, Guntas Sethi, Saloni Kukreja and of the famous TV and media personalities – Disha Parmar Vaidya, Kishwer Merchant, and Rimpa Roy aims to inspire viewers while demonstrating how Crompton Mixer Grinders simplify the process of achieving superior best-quality results in the comfort of their own kitchens, delivering the secret of fine taste for all dishes.
Pragya Bijalwan, CMO Crompton Greaves Consumer Electricals said, “Crompton continues to uphold its promise of delivering ‘The Secret of Fine Taste,’ by focusing on the power of fine grinding and empowering home cooks to create extraordinary meals with ease. Our Crompton Mixer Grinders, equipped with advanced MaxiGrind technology, are designed to elevate this very culinary experience by unlocking the finest flavors and textures in every dish. Achieving that perfect fine taste can often be challenging, and that’s where our mixers shine. We’re thrilled to collaborate with Genelia and some of India’s top home chefs and TV personalities for this campaign, which highlights how our grinders can transform everyday ingredients into culinary masterpieces.”
The newly launched social media campaign, kicked off with a teaser reel featuring Genelia Deshmukh, where she shares her love for Maharashtrian cuisine and hints at making one of its most iconic dishes—Jawas Chutney. While highlighting its health benefits and simplicity, Genelia teases the audience by mentioning a secret ingredient that elevates the dish to perfection, even keeping her husband Riteish in the dark despite his love for her culinary experiments. As she lists a few key ingredients, she invites the audience and followers, including Riteish, to guess what makes her chutney truly special.
In the second reel, the story unfolds as her followers attempt to make the chutney themselves, but struggle to match the flavour. The reel then reveals Genelia’s secret to fine taste—Crompton Mixer Grinders. With their advanced MaxiGrind technology, these grinders handle even the toughest ingredients, ensuring perfectly ground masalas every time. Genelia demonstrates how the new Crompton Ameo Pro Mixer Grinder simplifies the process, turning the challenge of grinding into a breeze and delivering flawless results for every dish.
Join the culinary adventure with Genelia Deshmukh, and India’s top home chefs as they compete in the #TheFinestChutneyChallenge. They showcase their skills and the Crompton Mixer Grinders in achieving the blend of flavours and textures. The best entries will be rewarded with prizes.
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