Tata Sampann organises 'Sampann Surprise' cook-off event at New Delhi

New Delhi, 25th March, 2017: Tata Sampann, the brand which is committed to bringing wholesome nutritious food to the nation and houses products like unpolished dals, superior quality spices, and low oil-absorb besan, today organized the first edition of 'Sampann Surprise' cook-off contest in New Delhi. Building on the success of the second edition of the contest in Lucknow held early this month, Tata Sampann brought the ‘surprise’ to New Delhi too. The cook-off was designed around the brand’s philosophy of ‘goodness ki shuruaat’ wherein husbands were invited to participate and cook delicious dishes for their wives using Tata Sampann’s range of products. The competition, judged by renowned MasterChef Sanjeev Kapoor and his wife Mrs. Alyona Kapoor, drew to a close with Mr. Manish Shukla being crowned as the winner. The first and the second runner-ups were Mr. Madhur Agarwal and Mr. Ram Niwas Gupta respectively.

The event, which was attended by 300 consumers, kicked off with a welcome address by Chef Sanjeev Kapoor who shared various tips and tricks on cooking with the audience present and spoke about the unique offerings by Tata Sampann. This was followed by an hour-long recipe competition among contestants. The event also saw chief guest Sanjeev Kapoor pamper his wife by cooking a special dish for her using Tata Sampann’s range of products and start the ‘goodness ki shuruaat’. The winner of the cook-off, Mr. Manish Shukla, were then felicitated and gifted with Tata Sampann hampers. 

Speaking on the occasion, Mr. Sagar Boke, General Manager - Marketing & Branding in Consumer Product Business, said, “When Tata Sampann was launched two years ago, we aimed to bring about a shift from the narrative of just aroma and taste and focus on what lies at the very heart of good spices.  Now, through Sampann Surprise, we aim to take forward the brand promise of "goodness ki shuruaat" to our consumers. The lady of the house dedicates a lot of time and effort to ensure that she puts wholesome food on the table for her family and therefore, we wanted to indulge them in a sweet surprise by calling upon their husbands to prepare a meal. We are delighted to see Chef Sanjeev Kapoor adhering to the true spirit of the campaign and preparing a meal for his wife."



To make this event a grand hit, Tata Sampann reached out to approximately 20,000 households in New Delhi through various local city events and out-of-home activation, and invited entries to the 'Sampann Surprise' cook-off. Celebrating the love for food, the ‘Sampann Surprise' event in New Delhi received a total of 150 entries. ‘Sampann Surprise' will further be conducted in Chandigarh tomorrow.