Trevellyn Fynn on cooking up a culinary storm with Celebrity MasterChef

In an exclusive conversation with Adgully, Trevellyn Fynn, EVP & Head of Content Strategy at EndemolShine India, delves into the evolving entertainment landscape, the art of reinventing legacy formats, and what makes MasterChef a timeless hit. From introducing the Celebrity MasterChef format in India to crafting innovative challenges inspired by history, Fynn shares insights on keeping content fresh, engaging, and relevant in a rapidly changing digital world.

You’ve had a remarkable career shaping content across different regions. How do you see the entertainment landscape evolving over the past 24 years, and where do you think it’s headed in the next decade?

Over the past two decades, the entertainment industry has evolved dramatically. Audiences are consuming content on the go, with a growing preference for quick, engaging formats. The shift to OTT platforms has been a game changer – our last edition of MasterChef India was exclusively on OTT, allowing us to experiment with fresh storytelling while reaching a younger, digitally savvy audience.

However, traditional television continues to hold strong, and we recognize the power of creating content that resonates across both linear TV and digital platforms. Celebrity MasterChef India is designed to engage audiences across mediums, ensuring that whether viewers prefer watching on TV or streaming online, they find compelling narratives and fresh perspectives that keep them hooked. Additionally, there’s a growing emphasis on authentic storytelling that resonates with local cultures while maintaining universal appeal.

With shows like Star VS Food and MasterChef, you’ve had the opportunity to reinvent legacy formats. What is your approach to refreshing well-known formats to keep them relevant and exciting?

Recreating a legacy format is about staying true to its roots while introducing fresh elements that engage new audiences and at the same time retaining long-time fans. With MasterChef India, the core focus has always been culinary excellence, and we continuously evolve the show by incorporating themes that reflect contemporary culinary trends and storytelling innovations.

For instance, this year we’ve added Farah Khan as the host of the show. While she brings the celebrity element, she comes with her own passion for cooking. Besides, we’ve continuously evolved by introducing new challenges to keep both contestants and viewers on their toes. We’ve also explored fusion cuisine by integrating regional flavours in modern dishes, ensuring the show remains exciting and inspiring.

MasterChef India has become a beloved franchise with multiple seasons and adaptations. What do you think makes MasterChef such a timeless format, and how do you keep it fresh for each new season?

MasterChef resonates universally because it celebrates the art for cooking – a fundamental aspect of human culture. Its timeless appeal lies in the personal stories of contestants, their culinary journeys, and the transformative power of food. To keep each season fresh, we introduce new themes, diverse challenges, and incorporate regional flavors. For example, exploring unique ingredients and focusing on plant-based dishes reflects current global food trends, ensuring the show evolves with its audience.

With the introduction of the Celebrity MasterChef format in India, what unique challenges did you face in transforming a regular cooking competition into one featuring celebrities?

Integrating celebrities into the MasterChef format presented the challenge of maintaining the show’s core focus on culinary excellence, while showcasing the drama that comes with celebrity element. We were surprised to see that every contestant who came on-board had a food story to tell. Positioning the show as a serious culinary competition was paramount. We emphasized that while the participants are celebrities, the kitchen remains a place of learning and growth. This approach has been successful, with contestants embracing challenges earnestly, often stepping out of their comfort zones to showcase their culinary skills.

MasterChef has always pushed contestants out of their comfort zones with challenging tasks. What new, innovative challenges are being introduced this season, and how do you plan to surprise both the contestants and the viewers?

This season, we’ve curated challenges which were as difficult or even more than the seasons with home chefs. They not only test culinary skills, but also educate and inspire. Contestants have to cook with ingredients they’ve never been familiar with before, challenging their adaptability and creativity. One standout task required them to transform liquid ingredients into solid dishes, pushing the boundaries of technique and innovation.

Additionally, we introduced a challenge inspired by the Harappan civilization, where contestants had to recreate dishes using ancient cooking techniques and indigenous flavours. These tasks encourage contestants to think outside the box while offering viewers a fascinating blend of history and gastronomy, making for truly compelling viewing.

The Celebrity MasterChef format has become a hit globally. What unique aspects does the Indian version bring to the table that differentiates it from international adaptations of the show?

The Indian version of Celebrity MasterChef brings a unique twist by blending drama and culinary excellence. This season, we’ve seen celebrities reimagine classic international dishes with an Indian touch – like Nikki transforming eggplant into tacos or Abhijit Sawant crafting rolls out of the same ingredient. These creative challenges not only highlight the versatility of Indian produce, but also push contestants to think beyond traditional cooking methods.

Another key differentiator is our diverse lineup of contestants. From beloved television icons like Usha Nadkarni, who carries a rich legacy in Indian entertainment, to digital sensation Faisu, who connects with a younger, mass audience, the show appeals across generations. We also have home chefs like Kavita, who has a dedicated following of food lovers eager to see her take on new challenges. Her presence is especially significant for audiences in regions like Madhya Pradesh, where she has deep roots.

By bringing together such a dynamic mix of personalities and culinary innovation, Celebrity MasterChef India ensures that there’s something for everyone – whether it’s nostalgia, inspiration, or pure entertainment.

What’s your process for identifying the next big trend in entertainment, and how do you weave that into your content strategy?

Identifying emerging trends involves continuous engagement with various content platforms, analyzing audience feedback, and staying attuned to global cultural shifts. We invest in research and collaborate with creative talents to brainstorm ideas that resonate with current sensibilities. By testing innovative concepts and being open to experimentation, we ensure our content strategy remains dynamic and forward-thinking.

Reality shows have been a staple of Indian TV. How do you keep them fresh and engaging in an ever-competitive market?

To keep reality shows engaging, it is crucial to evolve with audience expectations, we need to be platform agnostic and genre agnostic. We focus on authentic storytelling, ensuring that the narratives are both engaging and relatable, yet aspirational. Incorporating interactive elements, leveraging social media for audience participation, and embracing diverse talent pools help in maintaining freshness. Moreover, integrating contemporary themes and challenges that reflect societal trends ensures the content remains relevant.

In a diverse country like India, how do you craft content that resonates with regional audiences while still maintaining a universal appeal?

Crafting content for a diverse audience involves understanding regional preferences and cultural nuances. This is why we expanded MasterChef into Tamil and Telugu, tapping into the South Indian market, where the show received an incredible response. By recognizing what local audiences are looking for and meeting that demand, we ensure a strong connection with viewers. At the same time, with Celebrity Masterchef, we’ve carefully selected contestants to resonate with audiences across different regions. For example, while we’ve brought in Abhijeet Sawant and Usha Nadkarni to appeal to our audiences in Maharashtra, we also have Kabita Singh, who was born in West Bengal, with her family based in Bihar and now resides in Pune!

Also Read: Endemol Shine India elevates Trevellyn Fynn to business head of youth & lifestyle