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The upcoming episode of the cooking-based reality show '<keyword id="448395" type="General" weightage="20" keywordseo="MasterChef-India" source="Orion">MasterChef India</keyword>' features a unique blend of flavours. During the course of the episode, contestant Kriti Dhiman, a 23-year-old home baker from Gobindgarh, Punjab, steals the spotlight with her '<keyword id="19276646" type="General" weightage="20" keywordseo="black-garlic-ice-cream" source="Orion">black garlic ice cream</keyword>.' Kriti chooses her favourite ingredient - dates, and makes it the base for a delectable date pudding. However, the judges throw a curveball at her by asking her to choose one out of three secret ingredients presented by them. She picks black garlic, and transforms her choice into a velvety black garlic ice cream, which leaves all three judges in absolute awe of her culinary brilliance. Chef <keyword id="973254" type="General" weightage="80" keywordseo="ranveer-brar" source="Orion">Ranveer Brar</keyword>, who serves in the judges panel, heaps praise on Kriti's dish. With a resounding bang of his signature spatula, he says: "Swaad Aa Gaya." He goes on to say: "Kriti's creation transcends the ordinary. It's a symphony of flavours that are a pure delight to the taste buds. Her choice to incorporate black garlic into her ice cream is nothing short of mind-blowing. It takes courage to experiment with flavours at this level, and her risk has paid off in the most delicious way possible. This is the kind of innovation that sets MasterChef India's contestants apart." With <keyword id="19276645" type="General" weightage="50" keywordseo="chefs-vikas-khanna" source="Orion">Chefs Vikas Khanna</keyword>, Ranveer Brar, and <keyword id="334991" type="General" weightage="80" keywordseo="pooja-dhingra" source="Orion">Pooja Dhingra</keyword> at the helm, this digital-exclusive season of the cooking based reality show boasts a gastronomic extravaganza. 'MasterChef India' streams on Sony LIV.

The dish that impressed Chef Ranveer Brar is black garlic ice-cream

<ul><li>Due to the ongoing pandemic, many businesses have suffered. A few have perished in the process and a number of others managed to thrive.</li><li>Today on The Influencer Adda, we are talking to content creator, entrepreneur and chef Pooja Dhingra to discuss the impact of the pandemic, how a business can sustain through these challenges and a few trends to watch out for.</li></ul>Content creator, entrepreneur and chef Pooja Dhingra has 7.2 million followers on Instagram and 18.6k subscribers on YouTube. At 18, Dhingra quit her career in law to pursue her passion as a pastry chef. She started baking with her aunt when she was six. As an enthusiastic kid, she would watch her aunt at work in the kitchen, who taught her how to bake brownies and her love for baking only grew stronger with time. Weekends were reserved for creating flavour combinations and food experimentation. It was during her first visit to Paris that she fell in love with macarons. In 2010 began the biggest love affair of her life with macarons at Le15 Patisserie. Today, she has been renowned as the ‘macaron queen of India.’ However, there was a small villain in this food affair. After COVID-19 hit India last year, Dhingra had to make the toughest business decisions of her life, which included shutting down her beloved Le15 Cafe in Colaba, Mumbai, which was her first cafe. <div type="Video" msid="85774367" hostid="261" title="Content creator and Chef Pooja Dhingra on sustaining a business through tough economical conditions" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=85774367"></div> In her recently published cookbook, Coming Home, she writes, “I remember feeling isolated and feeling like there was no light at the end of the tunnel. I had a spot in my room where I'd sit on my couch every night with Excel sheets open on the computer. Most nights I cried myself to sleep. It was never about what would people say, it was never about being ashamed or embarrassed by failure. It was more the crushing of a childhood dream. I went into hospitality because I wanted to someday run a cafe. Finding space for Lel5 cafe in Colaba was a miracle in my eyes. It felt like the whole universe truly conspired to make it happen. Was running the cafe easy? Not one bit. Was it fulfilling? A 100 percent.” However, she was quick to pick up the pieces and find another way to keep her business up and running, which was through e-commerce platform Shopify. She has been working on expanding her digital footprint in the country through Shopify and figuring out how to ship her highly precious and perishable goodies across India. Sharing how Le15 revamped their business after COVID, Pooja says, “COVID took us by surprise because for the first time, money stopped coming in completely. In the hospitality industry, you are used to constant cash flow because customers come in and that stopped. For the past 3 years, we’ve been working on packaged Le15 goods. I used to keep getting comments on my Instagram saying that we want Le15 in Pune or Varanasi and I would just always laugh it off. I would be grateful for it but I never actually thought about how I can leverage this business model. And then a crisis comes in, we had to then concentrate on the parts of business that were viable and think about ways we can leverage our brand presence. So, we changed our business model. We set up our Shopify page, which ensured that all my products were online. I still remember the first day we went live. We set a goal saying that we would hit a 100 and within 36 hours, we sold over 1000 of our hot chocolate goodies just by making our presence on Shopify. I could see analytics, where people were ordering it from and how many pieces were they ordering, etc and that just made me look at my business differently. So, we found an opportunity in this crisis and that’s what we have been doing.” By focusing on quality, Pooja built her business on the back of strong word of mouth, improved her aesthetics on social media and eventually expanded her reach. During COVID, her wide social media reach came in handy. She made sure she kept it authentic and she communicated with her audience during her highs and lows. Telling us what worked on social media for Pooja as a content creator, she shares, “Very early on in my career I realised the power of social media and word of mouth. I had no budget for a marketing team when I started out. So, I used to click pictures of my cake and upload it on Facebook. I realised that you can reach a whole audience just with your own creativity. That’s how it started. I remember my friend showing me sepia-tinted pictures on Instagram and I just took to it. I realised that it is a great platform for storytelling and I simply told my story through it. So whether I was struggling with my business or making something delicious -- the highs and lows -- I documented it all through the process. Somewhere, people really connected and making delicious stuff helps! As I grow as a person, the message has changed but the essence remains the same, which is to connect with people.” <cmsannotation type="cmsannotation" annotationid="Working in a highly male-dominated industry" text="Working in a highly male-dominated industry">Working in a highly male-dominated industry</cmsannotation> Pooja started her entrepreneurial journey when she was 23 in a highly-male dominated industry. Even today, women chefs only make about 3% of the workforce in India. On challenges she encountered, she shares, “A decade ago, when I went to a culinary school, we didn’t have a lot of female chefs that I could look up to and say, ‘I wanna be like her.’ I was the only Indian student in my class. But it is changing today. It is slow but it is happening. Last year, when I went back to my school in Paris, I was delighted to see that the class was full of Indian students and a lot of them were women. So, change is happening. As more women get into the field, more doors are opening.” Now at Le15, Pooja is trying to build an inclusive workplace by making sure her employees get the opportunities she missed out on. “When I was working in other kitchens, I observed a few differences and I made a note to myself that this will not happen when I open my own organisation. I am building on that now,” adds Pooja. <cmsannotation type="cmsannotation" annotationid="Tips for beginners" text="Tips for beginners">Tips for beginners</cmsannotation> In 2019, India had over 1,200 channels with one million <a href="https://economictimes.indiatimes.com/industry/media/entertainment/youtube-in-india-has-over-265-mn-monthly-active-users-1200-channels-with-1-mn-subs/articleshow/72456212.cms?from=mdr">YouTube </a>subscribers. At that time, two creators on an average were crossing one-million subscribers and 2,500 creators were touching their first 1,000 subscriber milestone every day. Due to the lockdown, many Indians have turned to content for entertainment, which has led to exponential growth of content creators as well. And this number is only going up by 2025 as the number of internet users is expected to grow to more than 974 million, says data platform Statista. While becoming an influencer seems glamorous, it takes a lot of time, requires patience and hardwork before you actually get to start monetising your content. So, Pooja’s advice to young creators is to keep it authentic. “If you are starting your own journey right now, I think it is a very exciting time. I think it is important to find what you love and what you are really good at. So, find your niche, identify what are the few buckets of things that you enjoy doing or are an expert at. Be as authentic, real as you can. Tell your story in the best way possible. I think people connect with real stories. If you manage to do that, whichever medium, I think that will be a success.”

Content creator and Chef Pooja Dhingra on sustaining a business through tough economical conditions by leveraging the power of social media

Content creator and Chef Pooja Dhingra on sustaining a business through tough economical conditions

<ul><li><keyword id="28120" type="General" weightage="100" keywordseo="linkedin" source="Orion">LinkedIn</keyword> has announced the launch of its <keyword id="13231129" type="General" weightage="20" keywordseo="creator-accelerator-program" source="Orion">Creator Accelerator Program</keyword> in India, to support 200 creators to grow their communities and build engaging content.</li><li>The 10-week incubator-style program will provide creators with coaching, recognition, resources, and a financial grant to bring their ideas to life.</li><li>India is the second market where LinkedIn has rolled out the program, after its launch in the US. </li><li>Leading LinkedIn creators <keyword id="909713" type="General" weightage="20" keywordseo="ankur-warikoo" source="Orion">Ankur Warikoo</keyword>, <keyword id="144969" type="General" weightage="20" keywordseo="radhika-gupta" source="Orion">Radhika Gupta</keyword>, <keyword id="334991" type="General" weightage="20" keywordseo="pooja-dhingra" source="Orion">Pooja Dhingra</keyword>, and Nuseir Yassin have come on board as mentors on the program.</li></ul>In September 2021, LinkedIn had announced a $25 million investment in creators globally through the Creator Accelerator Program (CAP), a 10-week incubator-style program to help people grow their audience and engage with the platform’s community. Following the US launch, LinkedIn is launching the program in India today. LinkedIn’s program comes at a time when the creator economy in India is booming. While social media was increasingly becoming important in our lives over the past decade, things got just the push it needed during the pandemic. With all of us stuck at home, businesses had to come online and reach out to their consumers through digital. This was the time when social media became the most important touchpoint, be it cooking tutorials, home workout videos or home music gigs, these platforms came to our rescue. With people spending more and more times on these platforms, advertisers realized the massive opportunity. And that’s when content creators, who had been using these platforms to build their audiences, came into their own. If a recent report by <keyword id="1261460" type="General" weightage="20" keywordseo="inca" source="Orion">INCA</keyword>, GroupM’s brand-safe influencer and content marketing solution unit is to be believed, the influencer market, which was said to be around Rs 900 crore by the end of 2021, is expected to grow at a CAGR of 25% till 2025 to reach a size of Rs 2,200 crore. So the opportunity is massive! LinkedIn has now brought CAP to India to help creators grow their impact on the platform. The Creator Accelerator Program is a 10-week incubator-style program through which LinkedIn will offer 200 creators a financial grant, access to LinkedIn tools, creator-to-creator networking opportunities, coaching workshops, and mentorship opportunities with LinkedIn thought leaders Ankur Warikoo, Radhika Gupta, Pooja Dhingra and <keyword id="13231128" type="General" weightage="20" keywordseo="nasir-yessein" source="Orion">Nasir Yessein</keyword>. “Creation on LinkedIn is about the opportunities that can happen when our members connect. Our vision is to create ‘Opportunity through Connection’,” explained <keyword id="1818946" type="General" weightage="20" keywordseo="ashutosh-gupta" source="Orion">Ashutosh Gupta</keyword>, India Country Manager at LinkedIn. “When people create engaging content on LinkedIn, it leads to conversations, and the more conversations take place, the more opportunities are created for all members on the platform. This could be through a job lead, a key insight, an exchange of ideas, or a new skill. LinkedIn is a trusted platform where creators can build their audience in a relevant, professional context with direct access to brands, other professionals, and institutions and have the potential to create long-term business opportunities for themselves on the platform,” he added. LinkedIn will bring on board creators from a diverse range of backgrounds, experiences, and expertise to be a part of the program, who can create a variety of content using LinkedIn tools such as video, newsletters, and short-form posts. The platform is also encouraging Hindi language creators to participate in this program. “The creators will be shortlisted on the basis of their ability to build passionate communities, unique content, and spark discussions around a variety of professional topics such as skills, future of work and mental health, and find ways to engage with LinkedIn’s 85+ million members in India in a meaningful way,” shared Gupta. The idea of bringing some of the mentors closer to the growing creator community is to help them learn from their journeys. On a few challenges that he faced when he started out on his content-creation journey, Warikoo said, “For me, it was testing with different content types, different media formats and understanding the pulse of the audience - what they reacted to favourably and what they dismissed.” On why he decided to mentor for the program, he added, “Having experienced a fulfilling content creation journey on LinkedIn for over 7 years, I wished for other creators to realise the power of content and LinkedIn as a platform. Through this role I hope to share lessons so that they do not make the same mistakes I made.” We asked Radhika Gupta, MD and CEO, Edelweiss AMC about a few tips she could share with creators. She said, “The number 1 tip that I have is, you should be authentic. I know it sounds very simple, but really do what works for you. It’s also important to be focused on a particular space. You don’t want to be someone who’s commenting on food, work-life balance, sports, finance and everything. Be focused and really write what comes to your heart. We often think that you need earth-shattering or ground-breaking discoveries to post content. I think you need simple, honest content that comes from the heart, that can resonate with the reader. Another thing critical in the creator journey is consistency. One of the things I have learned is that you have to constantly keep posting content. That doesn’t mean that you do something every day. It also doesn’t mean that you do something once in two months. Moreover, LinkedIn is a professional platform and one should be very appropriate. And once you get started and you experiment, you’ll figure out what works and what doesn’t work for you. So I would really encourage you to get started, write something authentic. Try to do it consistently, and find one or two spaces that you are going to be focused on.”

LinkedIn has launched its Creator Accelerator Program in India today, here’s all there is to know about it

<keyword id="6359222" type="UNKNOWN" weightage="20" keywordseo="Small-Business">Small business</keyword>es and shops have always been the backbone of the Indian economy. During the pandemic around 40 million small business owners right from small manufacturers to store owners to service providers suffered from the strict lockdown norms. Yet, there is a silver lining that brought in a ray of optimism as the country unlocked slowly. Indian consumers pivoted their purchase patterns preferring local small businesses, independent stores and local restaurants, which need their patronage. <div type="ExtQuote" text="Small businesses are the backbone of the Indian economy and have been impacted the most during the pandemic. Through our Shop Small initiative, we are reinforcing our longstanding commitment to support small businesses by bringing them closer in the safest possible way to the consumers and providing them the required resources to revive their business with confidence." auname="Manoj Adlakha, SVP and CEO, American Express Banking Corp. India"></div> <div type="ExtQuote" text="It’s been a particularly difficult year for businesses this year and more so for smaller merchants. I’ve always tried to shop local but now, more than ever, is when we really need to support small businesses to help them stay afloat through this difficult period." auname="Shivesh Bhatia of bakewithbhavesh fame"></div> Vocal for Local Customer awareness and the intent to support the local community is a key factor in bringing in footfalls. The thought process was reinforced by Prime Minister Narendra Modi in his address soon after the lockdown was announced. "In times of crisis, this local (system) has fulfilled our demand, and saved us. Local is not just the need, it is our responsibility as well," he said in his speech. <div type="image" title="post-covid-4" msid="79682251" hostid="261"></div> Shop Small with <keyword id="91294" type="CITY" weightage="20" keywordseo="American-Express">American Express</keyword> to support your favorite places AmEx which has had a history of supporting small businesses launched a unique campaign <a href="https://www.americanexpress.com/en-in/benefits/shop-small/">#ShopSmall</a> to provide an incentive for customers to spend. This, in turn, becomes a stimulus for the merchants. As per the campaign, customers who spend Rs 1,000 at the stores will receive a Rs 500 cashback. This benefit can be availed up to three times during the offer period which is valid till December 31, 2020. <div type="ExtQuote" text="The #ShopSmall offer is a win-win for merchants as well as Cardmembers. Cardmembers can use the map hosted on the American Express website to identify their favorite merchants who are a part of the ShopSmall offer and get a liberal 50% cashback on their purchases." auname="Ajay Awtaney, founder editor of LiveFromALounge.com, a travel and lifestyle spending information website"></div> The campaign covers small and medium sized merchants across Delhi, Mumbai and Bangalore covering retail shops, healthcare services, restaurants and hotels. One such store to gain from the campaign is the famous Sapna Book Store at the Majestic area in Bangaluru. <div type="ExtQuote" text="We had to overcome the fear that people had within themselves, in a positive manner. The campaign by American Express has really benefited the customers and business will increase going forward" auname="Nitin Shah, owner of Sapna Book House"></div> <div type="ExtQuote" text="Biggest challenge for us was to get customer footfall back to our store post lockdown. The Shop Small campaign has enabled us to get our customers back by ensuring a safe shopping environment." auname="Raunaq Sahni, chief of staff and Head – Retail, Meyer India, Pots and Pans, New Delhi"></div> Another one in Mumbai is Le15 Patisserie, which is owned by India’s Macaron Queen Pooja Dhingra. It had shuttered down for a few months and had to close their cafe as well. Now, with ShopSmall Amex Cardmembers can savour their favorite cupcakes and macarons and also receive a cashback. The new normal The stores too are playing their part in dispelling fear. As per the AmEx survey, 45% of small businesses started accepting new methods of payments like contactless payment channels; 43% educated/trained self/staff on maintaining safety in the stores; 37% increased efforts to advertise on social media and a whopping 34% started new methods of delivery like contactless delivery. <div type="ExtQuote" text="We are committed to supporting the small businesses re-start with confidence, while ensuring the safety of their customers. We are providing all possible support to our merchant partners. We have distributed over 75000 recovery kits which includes a range of social distancing materials and hygiene supplies like hand sanitizer sprays, masks, and face shields etc. This is our way of conveying we are with you and will back you at all times." auname="Anurag Gupta, Head, Global Merchant Services, American Express India"></div> The credit card giant too has been working towards supporting small businesses for a long time now and has globally committed to invest around $200 million across this ecosystem. In its first year in India, Shop Small campaign has been launched for small businesses across Delhi NCR, Mumbai and Bengaluru, with an assortment of merchants across retail, dining, healthcare and services. <div type="ExtQuote" text="The pandemic has changed the way all of us live, eat and shop. Shop Small by American Express is a welcome initiative as it encourages us to get back to our lives and livelihoods and also ensures that small shops are supported. We, at Retailers Association of India, believe that these kinds of initiatives help in bringing back the cheer to one of the largest growing economies of the world." auname="Kumar Rajagopalan, CEO of Retailers Association of India"></div> Disclaimer: This is a sponsored post in partnership with American Express India.

Indians #ShopSmall to support small local businesses

<ul><li><keyword id="830092" type="COMPANY" weightage="20" keywordseo="Zomato">Zomato</keyword>’s popular food and <keyword id="9332938" type="UNKNOWN" weightage="20" keywordseo="music-carnival-zomaland">music carnival Zomaland</keyword> has gone digital this year.</li><li>The digital festival will be held across two weekends – June 5-7 and June 12-14. </li><li>The debut edition of the carnival in 2018 across Delhi, Bengaluru and Mumbai saw over 100,000 visitors. Since then it has grown to be held in over 10 cities. </li></ul>Zomato’s popular food and music carnival <keyword id="7109231" type="UNKNOWN" weightage="20" keywordseo="Zomaland">Zomaland</keyword> has gone digital this year. Due to the coronavirus pandemic, no large gatherings are allowed and people continue to stay home. The digital festival - Zomaland@home - will be held across two weekends – June 5-7 and June 12-14. It will be streamed live on the Zomato app as well as the Zomaland pages on Instagram, Facebook, TikTok and Helo. “As all of us get accustomed to the ‘stay home’ life, we couldn't think of a better way to engage our users with great quality content at the comfort of their homes. We have put together an elaborate digital experience by bringing the best of food &amp; entertainment, so our Zomaland visitors can witness the same energy and spirit sitting at home,” said Chaitanya Mathur, Global Head - Zomato Live. The event will see celebrity chefs like Sanjeev Kapoor, Pooja Dhingra, Saransh Goila share recipes online while comedy stars like Varun Thakur and Rahul Subramanian, Kusha Kapila and Dolly Singh and DJs like Naezy will also take part. Zomaland is a flagship event from the foodtech unicorn Zomato. The debut edition of the carnival in 2018 across Delhi, Bengaluru and Mumbai saw over 100,000 visitors. Since then it has grown to be held in over 10 cities and has also partnered with major brands including the Singapore Tourism Board. SEE ALSO: <a href="https://www.businessinsider.in/business/corporates/news/interglobe-aviation-indigo-airline-profit-revenue-for-q4-march-2020-earnings-result-and-share-price-chart/articleshow/76154721.cms">As expected, IndiGo reports a net loss of ₹1,750 crore after domestic air passenger dips and costs continue to pile up</a> <a href="https://www.businessinsider.in/tech/news/mitron-tv-removed-from-google-playstore-and-its-security-has-been-questioned-by-experts/articleshow/76154629.cms">Mitron app’s short-lived fame comes to an end as it gets removed from Google Playstore</a> <a href="https://www.businessinsider.in/stock-market/news/kotak-mahindra-bank-bandhan-bank-and-indusind-bank-stocks-continue-to-trade-in-the-green/articleshow/76154458.cms">Kotak Mahindra Bank, Bandhan Bank and IndusInd Bank share prices soar with refinancing pulling them out of the red</a>

Zomato’s popular carnival Zomaland goes online as large gatherings remain banned due to Covid19

<ul><li>Armed with a cookbook that splits in half, a ‘made-for-earpods,’ Spotify recipe podcast for couples, and timecodes to split YouTube recipes -- <keyword id="9731725" type="PERSON" weightage="20" keywordseo="swiggy-instamart">Swiggy Instamart</keyword> is simplifying <keyword id="11085606" type="UNKNOWN" weightage="20" keywordseo="kitchen-equality">kitchen equality</keyword> like never before.</li><li>The campaign is conceptualised and executed by <keyword id="2805202" type="COMPANY" weightage="20" keywordseo="Dentsu-Webchutney">Dentsu Webchutney</keyword>.</li></ul>Swiggy Instamart with Dentsu Webchutney launched #TheBetterHalfCookbook in February and disrupted a nearly two-thousand-year-old way of cooking with a unique idea to make kitchens equal: cooking together. The Better Half cookbook gave partners an equal responsibility to split the recipe and cook the meal. Each partner has to follow only their side of the instructions to see their meal come together, together. <div type="Youtube" id="KCevjAO4KGQ" title="The Better Half Cookbook by Swiggy Instamart" thumbUrl="https://i.ytimg.com/vi/KCevjAO4KGQ/mqdefault.jpg"></div> So far, the cookbooks were available for customers in only Bengaluru and Gurugram, cities where Swiggy Instamart, the grocery delivery service, is currently operational. While #TheBetterHalfCookbook was just the start to making cooking more equal, and faster, Swiggy gave the internet a taste, an eye, and an ear for equality. They have now introduced the most innovative way to use a podcast to promote kitchen equality, giving the world an all-new way to listen to recipes. Called “The Better Half Earpodcast”- this unique format (nicknamed ‘.we’ files to promote sharing) enables two homechefs to listen to their side of the instruction by splitting their earpods. Each earpod plays only one side of the instructions to cook the recipe with your better half in just half the time. Gurbaksh Singh and GD Prasad, Chief Innovation Officer &amp; VP- Account Management, Dentsu Webchutney said: “The idea of splitting the recipe goes across mediums. We’re proud to be the first brand worldwide to innovate using earpods- through the ‘The Better Half Earpodcast’. We hacked how a single audio file can disperse sound across two speakers simultaneously- giving a seamless real-time cooking experience for two people together, through a single file on Spotify.” YouTube recipes, now made progressive Instamart isn’t paying food influencers the big bucks to promote this new way of recipe writing, instead, they’re busy fixing every food influencer’s old recipes! Like the user that comments the ‘lyrics’ to a song, Instamart is also leaving a comment on the most trending recipes video across YouTube- rewriting the recipe for ‘two people to cook it together’. Including those of Nisha Madhuika, Ranveer Brar, Kunal Kapur, and Pooja Dhingra among others, proving that any recipe can be better half’d if you’re ready to cook with your better half. From baked sev puri, jute leaf fritters, Korean street sandwich to honey garlic shrimp. <div type="Youtube" id="weWKswuEnQA" title="Sprouts Poha Recipe | वजन कम करने वाला हेल्दी नाश्ता | Poha Recipe | Sprouts Recipe | Kabitaskitcen" thumbUrl="https://i.ytimg.com/vi/weWKswuEnQA/mqdefault.jpg"></div> Shikha Gupta, Creative Director, Swiggy, impresses on us that the comments aren’t a paid partnership. “It’s possible for you to be a fan of a brand, even if it’s not possible to be a customer right now. Even though Instamart isn’t operational outside Bengaluru and Gurgaon, the idea of ‘cooking together’ deserves to be practised across India, and the world. Introducing audiences outside our core markets to these recipes is a selfless act, with long term bets: one we’re very proud of.” “There are multiple ways of using influencers. You don’t just need them to promote your idea. Sometimes, if your idea is worth it- you could use it to promote their content too. By simply leaving a comment, we’re being less intrusive- and giving users the option to cook their favorite recipes (that they’re already watching)- in a progressive way. Like dishes have a meat/vegetarian/vegan version… our aim is for every recipe on the internet to have a ‘Better Half’ version. And we’re getting there… one book, one podcast &amp; one comment at a time,” says PG Aditiya, NCD, Dentsu Webchutney. A genius way of leveraging food influencers and their clout, this move is big on platform insight, zero on budget. Are we now seeing the newest trend in recipes &amp; food writing? Only time will tell.

A podcast, a recipe book and YouTube timecodes split in half, here's how Swiggy Instamart is trying to make cooking a shared, more equal experience

<ul><li>The celebrity judges of <keyword id="835074" type="COMPANY" weightage="20" keywordseo="Masterchef-Australia">Masterchef Australia</keyword> <keyword id="738807" type="PERSON" weightage="20" keywordseo="Matt-Preston">Matt Preston</keyword>, <keyword id="1426431" type="PERSON" weightage="20" keywordseo="Gary-Mehigan">Gary Mehigan</keyword> and <keyword id="1426432" type="PERSON" weightage="20" keywordseo="George-Calombaris">George Calombaris</keyword> are leaving the show. </li><li>The judges are leaving after being on the show for 11 seasons. </li><li>The move comes in after Calombaris was accused and fined for underpaying his staff by $8 million.</li></ul>Arguably, the world’s most popular cooking reality show Masterchef Australia has bid adieu to its celebrity judges Matt Preston, Gary Mehigan and George Calombaris. The show has gained immense popularity in India, that an Indian version was created called Masterchef India. The judges who are celebrity chefs themselves, had become synonymous with the show, which had a dream run for 11 seasons. They not only assess the contestants and the quality of their food, but also entertain the audience with quirky comments. More importantly, they introduce the audience to the finer points of gourmet food, an aspect which found a sweet spot with its Indian fanbase. On an instagram post, Masterchef Australia wrote, “After 11 sensational seasons, we bid a fond farewell to our judges - Matt Preston, Gary Mehigan and George Calombaris. For more than a decade, #MasterChefAU has celebrated Australian food and made the culinary dreams of everyday home cooks come true. We thank Matt, George and Gary for being a part of this remarkable MasterChef legacy!” This move comes after a scandal hit one of the judges, <a href="https://indianexpress.com/article/lifestyle/food-wine/masterchef-australia-judge-george-calombaris-underpayment-scandal-8-million-controversy-5841690/">George Calombaris</a>. He was fined for allegedly underpaying his employees by almost $8 million. The judges have also often travelled to India for collaboration, given their popularity with the Indian audience. Many Indian origin chefs have made their way to the Australian show as well. Gary Mehigan, yet another judge from the show, has travelled to India, and also did shows with Pooja Dhingra, the owner of Le15 cafe. Mehigan also has a partnership with Indian e-commerce startup Nicobar for their cookware line.

Masterchef Australia bids adieu to its famous trio of judges – Matt, Gary and George

In the inaugural list of top "promising young leaders and game changers" under the age of 30 in Asia from the prestigious <keyword id="6373044" type="CITY" weightage="100" keywordseo="Forbes">Forbes</keyword> magazine, <keyword id="487" type="PERSON" weightage="100" keywordseo="Sania-Mirza">Sania Mirza</keyword>, <keyword id="6354486" type="PERSON" weightage="100" keywordseo="Virat-Kohli">Virat Kohli</keyword> and <keyword id="30618" type="PERSON" weightage="100" keywordseo="Saina-Nehwal">Saina Nehwal</keyword> are leading the pack of over 50 Indians. 
 
The Forbes '30 under 30 Asia' list includes 300 "young and driven entrepreneurs and game-changers" from countries including India, Indonesia, China, Hong Kong, Singapore, Japan, Pakistan, Vietnam and Australia who are contributing to their industries in a significant way. 
 In this list, one would find 56 Indians, with Kohli, Mirza and Nehwal along with 26-year old Bollywood actress <keyword id="89958" type="PERSON" weightage="100" keywordseo="Shraddha-Kapoor">Shraddha Kapoor</keyword>. 
 
"At the top of India's crickculture is batting prince Kohli, who led India to clean sweep in their Twenty 20 series against Australia in January," Forbes said of Kohli. He was also named among India's highest earning celebrities in 2015, standing at USD 11.3 million. 
 
Talking of Mirza, Forbes said that she has been the "most successful female Indian tennis player ever" and one of the highest paid and highest profile athletes in the country. 
 
About Nehwal, Forbes described her as a "role model" and "Indian badminton queen". 
 
The list has a total of 10 categories, covering consumer technology, enterprise technology, arts, healthcare and science, media, social 
entrepreneurship, finance, industry and retail. 
 
Arunima Sinha, the first female and first Indian amputee to climb Mt Everest in 2013 and Chaitanya Tamhane, the writer and director of the critically acclaimed movie 'Court' also found place in the entertainment and sports category. 
 
Raghav Verma, the co-founder of Indian tea chain 'Chaayos', Mehul Agrawal, the cofounder of automotive e-commerce site 'Cars24' and online furniture store 'FabFurnish', Kanika Tekriwal, the cofounder of 'JetSetGo', Ritesh Agarwal, founder and CEO of 'OYO Rooms', Ankit Bhati, cofounder and CTO of 'Olacabs', Pooja Dhingra, owner and executive chef of 'Le15 Patisserie', photographer Vicky Roy, Advait and Akshat Gupt, cofounders of 'Supari Studios', Sattvik Mishra, CEO of 'ScoopWhoop Media', Manju Bhatia, joint Managing Director of 'Vasuli Recovery', Anshulika Dubey, cofounder and COO of 'Wishberry.in', Paras Chopra, founder and CEO of software company 'Wingify', Dinesh Goel, founder and CEO of 'AasaanJobs', Faith Gonsalves, founder of 'Integrated Development Education Association', Smriti Nagpal, the founder and CEO of 'Atulyakala', Chinmay Malaviya, cofounder and vice president of 'Foodpanda', Arun Chandru, cofounder and MD of 'Pandorum Technologies', Neha Sinha, cofounder and CEO of 'Epoch Elder Care' are the other names in the list. 
 
<a href="http://images.teamtalk.com/09/03/800x600/Sania-Mirza-Indian-Wells-2009_1997550.jpg">Image source</a>`

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