Sanjeev Kapoor and Nutralite present the first-ever cooking program in the Metaverse

With Nutraverse, a cooking program aired in the Metaverse, Nutralite recently made history. The gala event was presented by Sanjeev Kapoor, a well-known celebrity chef in India, in his digital form. Thousands of customers attended the event, where the chef’s digital avatar prepared three tasty and healthy dinners using Nutralite products.

In addition to creating avatars, interacting with other participants, taking part in enjoyable activities and games, and taking selfies with the celebrity chef’s digital avatar, it offered participants an immersive virtual reality experience. This event received certification from the World Records Union as the first-ever cooking demonstration in the Metaverse.

The live event served as the capstone of a Recipe Contest campaign that invited home cooks from around the world to showcase their culinary abilities and win prizes. Participants in the competition submitted their original dishes in three categories beginning on April 23. At the competition’s grand finale, Chef Sanjeev Kapoor’s digital avatar declared the victors.

An integrated media mix that included outdoor hoardings, partnerships with niche food and mum communities, WhatsApp outreach, and collaborations with key KOLs brought the campaign to life. More than 25 million impressions and over 15 million reach have been attained.

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Commenting on the same, Chef Sanjeev Kapoor said, “I’m thrilled to have hosted Nutraverse, the world’s first cookery fest on the Metaverse. The fresh concept allowed me to bring together the power of technology and the love for food, and the never-before-seen experience of cooking virtually. I am delighted to be a part of this platform, which is enabling incredible talent from home cooks nationwide.”

Tarun Arora, chief executive officer of Zydus Wellness, said, “Innovation is a core value of Nutralite, and we strive to deliver delightful experiences to our consumers through such initiatives. Nutraverse was conceptualized with the objective of delivering an elevated experience to our key consumer group of homemakers. They are constantly looking for variety, not only in recipes but also in the kind of content available to them. With this insight, we gave them an experience like never before. I am delighted to see the participation and engagement the platform has received and it only encourages us to continue building such experiences for our audiences.” 

The premier integrated digital agency Tonic Worldwide conceptualized and carried out the campaign.

Unmisha Bhatt, Co-Founder, and Chief Strategy Officer, of Tonic Worldwide, said, “As the brand custodians for Nutralite, we have always tried to bring digital first innovations, whether it was the ‘Longest Breakfast Table’, or ‘Talking Box’, the limited edition packs with audio recipes, that was released a few years ago. With Nutraverse we brought alive immersive experiences for the target audience who are now looking not only to break the everyday monotony of regular recipes and cooking but also for a variety of experiences for themselves that they can flaunt ahead. Nutraverse is a case study of how brands can truly leverage Web 3.0 by integrating the full funnel from immersive brand experience to e-commerce integration.”