APN News

  • Thursday, November, 2021| Today's Market | Current Time: 09:16:23
  • 100% Telugu streaming platform aha, a household name for Telugu entertainment, is embarking on another exciting chapter in the non-fiction segment in the Telugu digital space with a culinary talk show Chef Mantra. The first show developed by aha’s in-house creative brewery is produced by Fictionary Entertainment. Television personality, actor Sreemukhi, a passionate foodie herself, turns host for Chef Mantra, serving nostalgia on the plate, where viewers get to explore the emotional and vulnerable side of the biggest celebrities from the tinsel town through their gastronomical choices.  

    aha has collaborated with leading brands in the industry to bring Chef Mantra to audiences, including Preethi Appliances (presenting partner), (co-powered by) Freedom Oil, Swiggy Instamart. Sid’s Farm (dairy partner) and Tenali Double Horse (special partner). 

    Chef Mantra, spanning eight episodes, features popular Telugu film stars in the company of their favorite chefs, where they take a trip down memory lane and discuss the many memories associated with their comfort food. Food choices inevitably shape the lifestyle, personality of these much-loved celebrities and through their gastronomical preferences across various cuisines, Chef Mantra introduces audiences to a rarely explored fun dimension in their lives.  

    The first episode, featuring Regina Cassandra, will premiere on aha on November 17. The huge lineup of stars to grace the one-of-a-kind show also includes Shriya Saran, Suhas, Nabha Natesh and Adivi Sesh. The show is directed by Naga Raju Katta, associated with a wide range of television shows across various genres in the past including Dhee, SaReGaMaPa and Big Celebrity Challenge. Popular chef, consultant Aamil Hemani is the food stylist for the show written by Prabhu Kishore and Kumar, who come with formidable experience in the media industry. 

    “For over 4 decades, Preethi has enabled consumers to simplify the art of cooking with our wide range of appliances and create truly incredible memories. We have been redefining Indian kitchens for generations and are happy to be associated with a brand like aha, which is also redefining the standards of storytelling with its wide array of content in the Telugu digital space. With digitization changing the market dynamics and consumer behaviors, their latest show Chef Mantra, gives us a perfect platform to engage with our consumers and let them experience our products delightfully transform cooking experience around a dish that their favourite celebrity enjoys.” Swetha Sagar, Head of Marketing, Preethi Appliances. 

    “Aha Chef Mantra is the perfect platform to showcase our Rice Bran oil and to inform people about the health benefits of using Rice Bran oil. As it combines the love for food and celebrities cooking great food and emphasizing on the importance of health, while cooking is a great way to spread and encourage them to use Freedom Rice Bran Oil for daily cooking. With aha’s wide reach, we will amplify the importance of using Rice Bran oil and exemplify Freedom Oil’s mission of Freedom to eat, Freedom to enjoy.” P Chandra Shekhara Reddy, Vice President – Sales & Marketing, Freedom Oil.

    “Over the years, we have been focusing on making online food indulgence a great experience for our consumers and taking a step further in this commitment, we are pleased to co-sponsor a new show on south India’s popular OTT platform, aha, called “Chef Mantra”. Through our newly launched instant grocery delivery platform, Instamart, celebrity guests along with their hosts/chefs can experience the convenience of 15–30-minute delivery of all the necessary ingredients for the dishes to be prepared on the show via Swiggy Instamart. With this partnership, we are thrilled to co-create a platform which rediscovers the taste of unique food concoctions, blends it with the magic of storytelling and serves it with a dash of entertainment.” Ashish Lingamneni, Head of Brand, Swiggy. 

    Nitin Burman, Head, non-subscription revenue for aha, said “Branded storytelling along with break free experience makes for immersive communication. Especially with the non-fiction genre, there’s great value for interesting stories. Chef Mantra is the first from our in-house brand creative brewery. We are extremely glad to collaborate with Preethi Appliances, Freedom Oil, Swiggy Instamart, Sid’s Farm and Tenali Double Horse for this project. I am sure this show will definitely help our viewers and advertisers to meet in a frictionless environment.” 

    Chef Mantra is all set to premiere on November 17 on aha. aha is also home to some of the biggest Telugu releases in 2021, including Krack, 11th Hour, Zombie Reddy, Love Story, Chaavu Kaburu Challaga, Naandhi, Unstoppable with NBK, 3 Roses, In the Name of God, Needa, Kala, aha Bhojanambu, One, Super Deluxe, Chathur Mukham, Tharagathi Gadhi Daati, The Baker and the Beauty, Maha Ganesha, Sarkaar, Parinayam, Orey Baammardhi, Cold Case, Alludu Gaaru, and Ichata Vahanamulu Nilupa Radu.