Indian food brand, Nutralite, has staged a cookery show hosted in the metaverse. The show was hosted by the digital avatar of India’s renowned celebrity chef, Sanjeev Kapoor. It saw the chef’s digital avatar cooking three healthy and delicious recipes with Nutralite products, and was viewed by thousands of consumers.

The campaign was conceptualized and executed by integrated agency, Tonic Worldwide. It provided participants with an immersive virtual reality experience, where they could create avatars, interact with other participants, participate in fun activities and games, and click selfies with the celebrity chef's digital avatar. The World Records Union certified the event as the world’s first-ever cookery show in the metaverse.

The live event also served as the grand finale of a Recipe Contest campaign, which invited home cooks from across the world to display their culinary skills and win prizes. The contest, which began on 23 April, saw competitors submitting their unique recipes under three categories. The winners of the contest were announced by the digital avatar of Chef Sanjeev Kapoor during the metaverse show.

The campaign came to life through an integrated media mix including out of home; partnerships with specialized food and mom communities; WhatsApp outreach; and partnerships with key opinion leaders.

“Innovation is a core value of Nutralite, and we strive to deliver delightful experiences to our consumers through such initiatives,” said Tarun Arora, Chief Executive Officer of Zydus Wellness. “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.”