LG Queen of the Kitchen ran in two stages: recruitment and show. First, we took our microwaves on a 60-city tour to find India’s best chefs.Then we cast some of them in a 13-part series on India’s biggest TV channel, Colors.LG Queen of the Kitchen appeared in prime slots when they relaxed at the weekend and repeated on Fridays before they did the shopping.Hosted by TV personality, Shruti Seth, it challenged contestants to create a fantastic Indian dish, with one using a traditional stove and the other an LG Microwave. Creative cookery expert provided advice and nutritional tips to help us challenge conventional wisdom.Celebrity guests were recruited as judges, deciding which contestant should be crowned LG Queen of the Kitchen each week.We reinforced the message at retail with more than 500 outlets using banners, posters and leaflets. Online consumers could download the recipes.

LG Queen of the Kitchen gave our target audience the confidence to buy microwaves and use them, reinforcing LG’s market leadership.The shows outperformed their slots, hitting average rating of 0.86 for the first broadcast, 72% ahead of expectations and 0.55 ratings for the repeat.Total sales of microwaves increased by 10%, with LG benefiting from a rise of 144% (month-on-month).A second series of LG Queen of the Kitchen is now underway.