The culmination of the Recipe Contest campaign took place during a captivating live event, where talented home cooks from around the globe showcased their culinary expertise and competed for enticing prizes.

Nutralite achieved a remarkable milestone with the introduction of Nutraverse, an innovative cookery show hosted within the Metaverse. Led by the virtual representation of renowned celebrity chef Sanjeev Kapoor, the event featured the chef's digital avatar preparing three delectable and nutritious recipes using Nutralite products. Thousands of enthusiastic participants joined in, immersing themselves in a virtual reality environment that allowed for avatar creation, interaction with other attendees, engaging activities and games, and the opportunity to capture selfies with the digital avatar of the celebrity chef. The World Records Union officially recognized this groundbreaking event as the world's first-ever cookery show in the Metaverse.

The live event also marked the grand finale of the Recipe Contest campaign, which invited aspiring cooks worldwide to demonstrate their culinary talents and compete for prizes. The contest, which commenced on April 23rd, prompted participants to submit their unique recipes across three categories. The winners were announced during the grand finale by Chef Sanjeev Kapoor's digital avatar.

To bring the campaign to life, a comprehensive media mix was employed, encompassing strategies such as outdoor hoardings, partnerships with specialized food and parenting communities, WhatsApp outreach, and collaborations with relevant key opinion leaders (KOLs). These efforts resulted in a remarkable reach of over 15 million and more than 25 million impressions.

Chef Sanjeev Kapoor expressed his excitement about hosting Nutraverse, the pioneering cookery festival in the Metaverse, stating, "I am thrilled to have been a part of Nutraverse, the world's first cookery fest on the Metaverse. This innovative concept allowed me to combine the power of technology with my passion for food, creating a never-before-seen virtual cooking experience. It is a delight to be associated with this platform, which showcases the incredible talent of home cooks across the country."

Tarun Arora, the CEO of Zydus Wellness, emphasized the value of innovation for Nutralite and their commitment to delivering delightful experiences to consumers through such initiatives. Arora remarked, "Nutraverse was conceived with the goal of providing an elevated experience for our key consumer group, homemakers. They constantly seek variety not only in recipes but also in the content available to them.” Understanding this, Zydus offered their consumers an unprecedented experience and hopes to continue creating such experiences for their audience.

The campaign was developed and executed by Tonic Worldwide, a leading digital-first integrated agency. Unmisha Bhatt, Co-Founder, and Chief Strategy Officer of Tonic, commented on their role as brand custodians for Nutralite, saying, "We have always strived to bring digital-first innovations as part of our work with Nutralite, whether it was the 'Longest Breakfast Table' or the 'Talking Box' limited edition packs with audio recipes released a few years ago.” With Nutraverse, Tonic Worldwide brought immersive experiences to the target audience who sought to break the monotony of everyday recipes and cooking, while also seeking diverse experiences to showcase. Nutraverse serves as a case study on how brands can leverage Web 3.0 by integrating immersive brand experiences with e-commerce.

Nutralite Makes History, Hosts ‘Nutraverse’ Cooking Contest With Sanjeev Kapoor In Metaverse