India: Using New Social Media Gadgets to Bake with a Taste of America

India is the world’s second largest social media user base and provides significant opportunities to market U.S. foods and ingredients. From November 24 through December 31, 2022, the Foreign Agricultural Service in New Delhi (FAS New Delhi) conducted an online promotional activity with Indian Chef Deeba Rajpal to generate enthusiasm and demand for U.S. baking ingredients during the holiday season in India. With the theme, “Bake with a Taste of America,” FAS New Delhi and Chef Rajpal demonstrated how U.S. ingredients can be used in contemporary holiday recipes, including tree nuts, and fresh and dry fruits. Five published recipe videos on India’s leading social media channels led to a combined four million views and 160,000 “likes” on the platforms, further improving the trust of the “Taste of America” brand and enhancing positive consumer behavior.