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Nikhil Madhok, Senior Vice President for Marketing at Star India, says the channel is targeting the youth with Mahabharat.

Kevin Vaz, business head, STAR India, says that the show has a strong fan following. Vaz adds, "MasterChef is not just a show about cooking. It is a competitive reality show. It has a certain fan base for each version, be it MasterChef US, MasterChef UK or MasterChef Australia. Plus, the kind of sponsors that have come aboard have a strong association."

Nikhil Madhok, Vice-President – Marketing at Star India said, "The story of Mahabharata has been told and retold several times over. But if you see, the current generation of under twenty-fives, that is, those who had not grown up watching Mahabharat on Sunday mornings, would probably not know about the complexity and enormity of the story. By bringing the story into our lives again, we want the younger generation to learn the saga and the history."