Delhi, April 23, 2013: Restaurants ka khaana kitna bhi mashoor ho, aapke haathon ka swaad hit tha hit rahega……is what 92.7 BIG FM’s Delhi Station is saying to its listeners through its latest offering. After winning hearts in Central India and Punjab as a televised property on BIG MAGIC and SPARK PUNJABI respectively, Reliance Broadcast Network Limited’s cooking show, Rasoi Ki Rani, makes its debut on 92.7 BIG FM Delhi’s airwaves. The show will take listeners on a well peppered culinary journey through this cookery show which aims to provide housewives in the region with the unique opportunity to showcase their cooking talent. The show will be judged by none other than the very popular and renowned celebrity chef, Chef Rakesh Sethi. The month-long cooking special will put into play a comprehensive on-air and on-ground campaign which will engage listeners at multiple touch-points across the city. Rasoi Ki Rani will feature as a special segment on 92.7 BIG FM Delhi’s afternoon show, with RJ Khanak between 1-2pm.
Rasoi ki Rani’s television avatar across the markets of Central India and Punjab has been a phenomenal success and the same is now expected to resonate from the radio show too. The show is pegged on the key insight of the Indian housewife not getting adequate credit for her cooking and putting together a sumptuous meal for her family each day. The show sees the station positioning of Hit The Hit Rahenge intertwined into this insight. This show gives these women participants a platform to showcase their culinary skills, get recognition and compete with each other, to take home the coveted ‘Rasoi Ki Rani’ crown. With a clear communication that it is the flavor of their special hand-cooked food, which was a hit and will always remain a hit, no matter which restaurant has what to offer, it engages with women on a personal level.
BIG Chef Rakesh Sethi, instrumental in getting audiences hooked to Rasoi Ki Rani over the last six months on the popular show BIG Memsaab (rating of 2.02 TSL in the Delhi market across weeks 10-13), will host, interact and judge 92.7 BIG FM’s Delhi listeners. The show will provide contestants with cooking guidelines and bring out positives in their recipe, give valuable feedback on improving a particular preparation and also suggest cooking tips that will help in putting together the perfect dish.
As 92.7 BIG FM Delhi readies to showcase food like never before, Rasoi Ki Rani aspirants can participate in the show through on-air dial-in registrations or by sending an SMS <BIG> SPACE <RASOI> SPACE <NAME> to 55454. During the course of the show, the 92.7 BIG FM Delhi team will visit different parts of Delhi-NCR to shortlist 8 deserving candidates who will be featured on the show along with 9 other special contestants who will be chosen on-air. The 17 lucky semi-finalists will battle it out in a cook-off round where Chef Rakesh Sethi will select 9 contestants based on their cooking skills. The campaign will conclude with the felicitation of the top 3 winners by Chef Rakesh Sethi and the crowning of 92.7 BIG FM Delhi’s first ‘Rasoi Ki Rani’.
Commenting on the initiative, Mr. Ashwin Padmanabhan, Business Head – 92.7 BIG FM, said, “Through this show, we aim to bring recognition to women who work hard to prepare a sumptuous meal for her family. The show will help showcase women culinary talent from all over the city, taking listeners on an exciting and mouth-watering culinary journey. We are confident that the show will go a long way in consolidating our position as the leading FM station in Delhi.”
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