Monday, 30th October 2017

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Make a mishti , be a chocochef

Do you have a chocolate mishti recipe that you think every Calcuttan should try? Do you think you are fantastic when it comes to innovation with chocolates? If you are nodding your head to either one of the questions, it's time you give a missed call and bag the sweetest recognition of being the city's first chocochef!

By A Staff Reporter
  • Published 23.02.16
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Abir Chatterjee at last year's Cadbury Mishti Mela at City Centre Salt Lake

Do you have a chocolate mishti recipe that you think every Calcuttan should try? Do you think you are fantastic when it comes to innovation with chocolates? If you are nodding your head to either one of the questions, it's time you give a missed call and bag the sweetest recognition of being the city's first chocochef!

Yes, Cadbury Mishti Shera Srishti, presented by Cadbury in association with Anandabazar Patrika and The Telegraph, has rolled out its fifth edition, after pampering Bengal's taste buds for the past four years with everybody's favourite Cadbury and the quintessential Bengali mishti.

So what are you waiting for? Create your own Cadbury Mishti recipe, give a missed call to 08080945030, and wait for the call for registration. Once registered, you will be asked to mail the recipe. If your recipe makes the cut in the first round of judging, you get to attend a workshop with veteran mishti-makers, who will share tips on how to make your recipe commercially viable.

Another round of judging across eight such workshops in different parts of the city and 12 finalists get to showcase their creations to a panel of celebrity chefs and judges. What happens to the three winners? Their recipes are adapted by 24 mishti chains across 50 outlets in Calcutta, Howrah, Hooghly, North and South 24-Parganas for the next one month.

Student chefs from three culinary schools will also fight it out to create the best dessert using Cadbury Diary Milk. The best institute will get a chance to present their work at the final chapter of the campaign - Cadbury Mishti Mela.

Before the Mela, the top three mishtis created by you, the consumer, will be available at all the participating mishti outlets along with their own Cadbury Mishti repertoire. Anyone can walk in, sample the sweets and vote for their favourite mishti. Based on public vote, top 10 sweet shops will bring your mishtis to the mishti mela for a sweet ending.

"Cadbury Mishti Shera Shrishti has been one of our key regional activations since 2012. Over the years it has become a calendar event before Poila Baisakh in Calcutta. This year the activation takes a leap, to not just more mishti shops but to every home chef in Calcutta," said Prashant Perez, director, Chocolates India, Modelez India Foods Ltd (formerly Cadbury India).