McVitie’s Kids Culinaire wins over Mumbai with city debut

After a great response from kids and families in Delhi, the festival of healthy and happy food - Kids Culinaire, debuted in Mumbai on 01st and 02nd April at City Park, BKC. Weather Gods were kind and the heat wave abated to ensure that children and parents had a great day at the festival. With McVitie’s as title partner, there were some exciting additions to the festival, most notable being the visit of beautiful celebrity mommy and brand ambassador of McVitie’s, Kajol Devgan.


An initiative of Pilcrow Communications, Kids Culinaire is India’s first and only food festival for children of the age group 3-12 years. The idea was born out of a need felt by the Founders of Pilcrow, Ratika van Noord Bhatnagar and Rohini Mathur, to revive the days when malls, mobile games, internet devices didn’t exist and families enjoyed picnics, the outdoors and spending quality time together. Speaking on the concept, Ratika Bhatnagar said, “We are delighted with the response we have received from Mumbai. Even though the overlying theme of the festival is fun, the underlying messages are all about inculcating good eating habits in children so that they are able to make healthier choices.”

At the demo and contest area, celebrity chef Amrita Raichand added her special blend of magic by showing parents how to make healthy snacks that their children will love. On asking how she felt on being a part of this unique festival, she said, “I absolutely adore Kids and it's so amazing to get the opportunity to interact and cook with so many of them! The event has been organized really well and my experience here has been fantastic. Although I’ve been a part of many food festivals, this is most heartwarming as I specialize in cooking for children.”

Through all the activities, the experience and engagement was literally hands-on. Children got down and dirty playing in mud to sow seeds and unearth underground vegetables. Many budding chefs were born at the cooking contest area while parents attended workshops on tips and tricks to feed fussy eaters, making healthy homemade ketchup, etc.

Rohini Mathur, from Pilcrow said “We would like to thank our partners for helping us bring Kids Culinaire to Mumbai. As Pilcrow is an experiential marketing company we always integrate the sponsors into the event to maximize engagement of consumers with the brand rather than have them only as names or product displays”

McVitie’s, a well-known brand across the country, has been a partner of Kid’s Culinaire since its inception. It widened its consumer base with the launch of McVitie’s Doublee Creams at the 3rd edition of Kids Culinaire in Delhi on 18th Feb 2017. Quoting on the event Abhishek Sharma, President Pladis India said – “We have seen an overwhelming response to our newly launched McVitie’s Doublee Creams and EAT2Win consumer promotion. 1000 + numbers of winners have already been announced, which are majorly from the metro markets. As the next phase of our launch , we came to Mumbai with two new flavours – vanilla and strawberry and the winners of McVitie’s Eat2win promotion from first 4 weeks”

The event was hosted by MC Khyati Kava who brightened the day with her warm smile and kept guests informed about the various activities.

Edition 4 of Kids Culinaire would not have been possible without the support of Bombay Times, Wonderchef, Tropicana Essentials, Nestle a+ Grekyo, Aquafina, Horlicks, Fortis, Ola, BookmyShow, Everything Experiential, MyCity4Kids, Wordswork, EventFAQs, Kids Age and Kiddiegram.

Tags assigned to this article:
Kids children food festival kids culinaire pilcrow McVities

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