The Singapore Tourism Board (STB) is among the first National Tourism Organizations (NTOs) to stage an elaborate consumer engagement event in India, digitally, in partnership with Zomato, during the on-going COVID-19 situation. Constantly on the look-out for innovative and effective ways to engage the Indian consumers and present itself as a top-of-mind destination, the STB is embarking on a partnership initiative with Zomato for “[email protected]”, happening during the first two weekends of June 2020.
After a successful partnership with Zomato for ‘Zomaland Season 2’ which was held across nine cities in India, the STB is presenting a digital initiative with the leading restaurant aggregator and food-delivery platform. “[email protected]”, as a weekend festival, will feature renowned artists from both India and Singapore showcasing their talents and passions across food, music, stand–up comedy and more. Fans can enjoy the festivals from the comfort of their homes.
This association will feature a total of seven Singaporean artistes such as rapper and singer Yung Raja, chefs Sarah Huang Benjamin and Eric Chan, mixologist Vijay Mudaliar, stand-up artistes Rishi Budhrani and Sharul Channa, DJ Luq Here along with Indian Chef Saransh Goila who has previously worked with the STB on multiple projects.
Viewers will get to see interesting collaborations between the artistes. Chefs Eric and Saransh will be coming together to share their common passion for food, their journeys as Chefs and cook up a surprise dish inspired by each other’s cultural background. Collaborating for the first time ever will be Rapper and singer Yung Raja and his Indian counterpart Naezy, where fans can expect a rousing and high-energy rap performance as the two talents come together to elevate each other’s artistry to the next level.
In addition, Chef Eric will be sharing his recipe for the speciality Cheesecake dessert at his restaurant “Mad About Sucre” while Chef Sarah will highlight Singapore’s Peranakan culture with a masterclass on making popular kueh (bite-sized snack) Ondeh Ondeh (glutinous rice balls with palm sugar filling coated with desiccated coconut). The audience can also look forward to impressing their friends with new and interesting DIY cocktail recipes by well-known mixologist Vijay from native Bar. Viewers will be treated to a night of laughter from stand-up comedians Rishi and Sharul’s “Kitchen Roast” session, where the comedians try their hand at cooking while roasting each other. Luq Here (DJ) will be spinning popular dance tracks to keep the party going
Over the last few years, STB has promoted its destination brand “Passion Made Possible” creatively and presented Singapore’s diverse offerings to an important market like India. Speaking about this association with Zomato, GB Srithar, Regional Director – India, Middle East & South Asia (IMESA), STB said, “It will take some time before we can welcome visitors back to Singapore, as the global COVID-19 situation remains volatile. While travel restrictions are still in place, we seek to continue our strong connections with the Indian consumers. After a successful partnership with Zomato in 2019, we are thrilled to embark on this innovative joint digital initiative to showcase Singapore’s culinary, nightlife, entertainment offerings to the Indian audience through these virtual weekend festivals. We invite Indian audiences to tune in and enjoy the experiential delights that our Singapore and Indian talents have to serve up.”
Chaitanya Mathur, Global Head, Zomato Live adds, “After the success of Zomaland across 9 cities nationally, and a season-long partnership with Singapore Tourism Board, we are elated to further continue our relationship via Zomaland @ Home – Zomato’s foray into the digital space of food & entertainment. Both, Indian & Singapore’s celebrated talents from the culinary, nightlife and entertainment industry will perform live across various platforms and offer incredible experiences to our audiences & keep us thoroughly entertained over the next 2 weekends, while we follow quarantine even across countries and borders.”