Masterchef Malaysia kicks off with a campaign

ASTRO   PROGRAMME LAUNCH     NAGA DDB

Malaysia - Astro has launched an ad campaign for its programme Masterchef Malaysia, appointing Naga DDB for creative duties. 

The appointment, though made following a pitch, is separate from the ongoing creative review of Astro's Malay channels and is on contractual basis. It lasts until 7 January 2012 when the programme ends.

The TVC will run on Astro channels with print ads running across all major Malay dailies. It also includes a digital component with various executions running on its websites, chat forums and social networks.

The campaign aims to showcase the programme as 'not any ordinary cooking show but one with drama, suspense and a dash of cooking.'

Panasonic is the main sponsor of the show while other advertisers include Hong Leong Bank, MyChef, Neuvida Oil, Maggi and Jaya Grocers.

"Astro is always looking to work with anyone who can bring value to our content and customers. We liked Naga's campaign idea and therefore they are currently working on the Masterchef campaign," a spokesperson told A+M.

Masterchef Malaysia airs on Astro Ria. 

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