A Tale told by Tweets

A Tale told by TweetsThe relationship between a brand and its brand ambassador often remains unknown because in most cases the relationship is limited to the ambassador appearing in the brand’s television commercials and press ads. Not so with Boman Irani!

On Twitter, Boman Irani maintains a regular conversation with his fans, speaking (among other things) about his memories of being a prominent part of the journey of P Mark Mustard Oil over the past five years.

In one tweet, he went into flashback mode… sharing memories of the very first ad that he shot for P Mark Mustard Oil… he even shared a video pertaining to this memory.

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Earlier, he had tweeted about the second ad… the online version of which went on to garner more than 2.4 million views!

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And in this one, he tweets about how he went about preparing for his role as a tabla maestro in the ad mentioned above… it wasn’t only about putting on a flashy costume and a quirky wig – Boman even took tabla lessons to prepare for the role!

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And so, the narrative continues… one Tweet at a time…

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Mustard Oil – the Warrior inside your Body

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In simple, rather blunt terms, oil is fat… it goes inside your body and acts like fat. If it is a “good fat” (like PUFA, MUFA and Omega-3) it gives you energy to use for physical work and other activities. If it is a “bad fat” (like saturated fats and trans-fats) it causes health problems.

Mustard Oil is much more than just fat. By the way, it’s packed with good fats and also has the lowest levels of saturated fats among all other cooking oils. But forget about fats – because Mustard Oil works inside your body at a different level altogether. Like we said, it’s much more than just fat.

Cleansing and Detoxifying: For starters, Mustard Oil is known to cleanse and detoxify the body by aiding the process through which toxins are flushed out of the body.

Cholesterol Balancing: Mustard Oil promotes good cholesterol (HDL) and controls bad cholesterol (LDL); in the process it balances your Triglycerides and prevents a host of lifestyle problems that arise from elevated Triglyceride levels.

Infection Fighting: Mustard Oil has powerful antifungal, antimicrobial and antibacterial properties unlike any other cooking oil. This gives it the power to fight infections in various organs of the body.

Digestive System Toning: Mustard Oil maintains and tones up the digestive system in several ways: it stimulates the production of gastric juices and the production of bile, thereby enhancing the appetite and making the digestive process more efficient. Mustard Oil also prevents infections in the digestive tract and keeps irritable gut syndrome at bay.

Cardiovascular System Strengthening: Mustard Oil strengthens the entire cardiovascular system: the blood, the blood vessels and the heart.

As you can see… Mustard Oil isn’t just a cooking oil – it is a warrior inside your body!

A Shrimp Curry from Goa

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On a recent trip to Goa, this writer met up with an interesting personality – a chef who re-creates traditional Goan recipes with subtle twists. We don’t know his full name; he introduced himself simply by saying “Call me Eddie”. Well, Chef Eddie made us an awesome Shrimp Curry – but instead of using coconut oil or vegetable oil, he creatively used Mustard Oil! Here’s his recipe – an eclectic blend of South Indian and traditional Portuguese culinary styles.

The ingredients that you will require are:

  • Shrimps:1 Kg, medium-sized (peeled and deveined)
  • Mustard Oil: 2 tablespoon
  • Mustard Seeds: 1 tablespoon
  • Bay Leaf: 1
  • Cinnamon: One 2-inch stick
  • Cloves: Half a teaspoon
  • Cardamom: 10 pods
  • Garlic (minced): 2 tablespoon
  • Ginger (minced): 2 tablespoon
  • Tomato puree: 120 ml
  • Coconut milk: 250 ml
  • Onion: 1, medium-sized (finely sliced)
  • Curry Powder: 2 tablespoon
  • Red Chilli Powder: 1 teaspoon
  • Lemon juice (fresh): 1 tablespoon
  • Coconut flakes: 2 tablespoon
  • Salt: to taste

Method:

Heat the Mustard Oil in a pan, on medium heat. Add the Mustard Seeds, Cloves, Cinnamon, Cardamoms and Bay Leaf; fry lightly until the spices are gently toasted. Your nose will tell you when this is done – the rich aroma of fresh spices will waft through the air and fill your kitchen.

Next, add the ginger and the garlic, and continue frying for another minute or so. Then add the onions and cook till the onions turn golden brown.

Now add the red chilli powder and the curry powder, and cook for a minute or two. Then add the coconut milk and the tomato puree – keep cooking and stirring till you can see the Mustard Oil separating from the tomato puree-coconut milk mixture.

Add around 500 ml of water along with salt; then turn the heat up and bring the mixture to a boil. Lower the heat and let the dish simmer, stirring at regular intervals till the gravy becomes slightly thick (like a sauce).

Turn the flame up to medium and add the shrimps. Stir thoroughly to ensure that the shrimps mix well with the gravy. Cook till the shrimps are done. Finally, add the lemon juice and give the mixture one last, good stir.

Pour your Goan Shrimp Curry into a serving dish and garnish it with coconut flakes. Serve hot. This dish is best eaten with steaming hot rice.

Boman Irani – The Consummate Professional

7thLast month, well-known character Boman Irani (who is also the brand ambassador for P Mark Mustard Oil) gave an in-depth press interview in the course of which he discussed aspects as diverse as the need for actors to be socially responsible; his parameters for choosing roles; his approach to creating characters; and the importance of being entertaining… because after all, one is part of the entertainment industry which plays a vital role in the everyday lives of all Indians.

One of the interesting aspects Boman discusses is his approach to playing characters. This approach remains consistent regardless of whether he is acting in a play, in a movie – or even in an ad film. The last one might come as a surprise for some readers since celebrities are known to treat ad films and endorsements with a sense of disdain. The Bollywood grapevine tells us that one superstar never comes on time for ad film shoots; he arrives several hours late, and then expects the hapless advertising agency to wind the shoot up in a couple of hours. Another celebrity is known to cancel ad film shoots with no notice… simply because she isn’t “in the mood”.

Of course, all of us at P Mark Mustard Oil know what a consummate professional Boman Irani is when it comes to shooting an ad film. For our most recent film, Boman took on the role of a tabla ustad – for which he actually took tabla lessons!

Also, during the shoot, Boman never cuts corners. Even though all the ad film shoots for P Mark Mustard Oil were all-night affairs, Boman gave each film his undivided attention… shooting for fourteen to fifteen consecutive hours without showing any signs of fatigue! To watch him in action on the sets is truly inspiring.

You can read the complete interview here:

Business Standard Article: http://www.business-standard.com/article/news-ians/actors-need-to-be-socially-responsible-boman-irani-118032700526_1.html

India’s Oil and a part of India’s Culinary Traditions

India_s Oil and a part of India_s Culinary Traditions

Since its advent in the foothills of the Himalayas more than five thousand years ago, Mustard and Mustard Oil has been an integral part of India’s culinary traditions spanning thousands of years. This “hill tradition” underlying Mustard Oil is still visible in the robust hill folks of Himachal Pradesh, Uttarakhand and Kashmir who have no heart problems, no premature greying and none of the health problems usually associated with contemporary urban lifestyles.

Mustard Oil is also inexorably linked to the country’s culinary traditions – from the legendary Waazwaan cuisine of Kashmir and the overly generous portions of Punjabi dishes right down the much sought-after Fish Curries of Bengal and the everyday delights of Chokha in Bihar… it is the unique flavour of Mustard Oil that makes these dishes stand apart – and stand the test of time.

Food writer and enthusiast, Sudeshna Sengupta, remembers her grandmother sharing her “secret” recipes from an old tattered diary which had been passed down across generations; her grandmother would smile impishly and say: “Your fancy new oils will not create the same magic that our grandmothers and mothers created. You have to use cold pressed Mustard Oil!”

And granny was right (as grannies always and invariably are); certain inherently Indian dishes can never be made without Mustard Oil. It’s simply impossible!

The Nobel Laureate… and his Mustard Oil

The Nobel Laureate… and his Mustard Oil

Having been around for more than eighty years, P Mark Mustard Oil understandably has quite a fan following. We hear so many stories about loyal customers who undertake great pains – even inconvenience – to transport their favourite oil to destinations where it isn’t readily available.

For instance, there’s a Bengali lady whose husband has been transferred to Chennai. She skips the convenience of air travel and commutes by train from New Delhi to Chennai every few months… just to carry her stock of P Mark Mustard Oil! Likewise, there is an elderly customer in a remote corner of Ladakh who carries his stock of P Mark Mustard Oil from Srinagar to Ladakh – twice a month! Such stories are always gratifying – and deeply humbling – for us.

That’s why it came as no surprise when we heard this rather amusing story about Nobel Laureate Amartya Sen. When he was appointed as Master at Trinity College, Cambridge his biggest grouse was that he couldn’t get good old Indian Mustard Oil in the United Kingdom!

So on every trip he made from India to the UK, Sen made it a point to carry bottles of Mustard Oil back with him. That was the secret of his happy contented life at Cambridge.

We would have loved to see the expression on the faces of the Customs officials at Heathrow Airport every time Sen landed there!

Chicken meets Mustard Oil

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In many Indian households, there’s something special about chicken. It’s what you make when you want to celebrate or entertain important guests or simply indulge for a change. In this post, we look at a traditional Indian recipe that comes from the eastern part of India – an aromatic Chicken Curry that tickles the taste-buds in a very unique way because of the delicious Mustard Oil-based gravy.

The ingredients that you will require are:

  • Chicken: A small or medium chicken cut into six regular pieces
  • Mustard Oil: 3 tablespoon
  • Coriander (Dhania) Seeds: one teaspoon
  • Cumin Seeds (Jeera): one teaspoon
  • Poppy Seeds: one teaspoon
  • Tomato puree: 150 gram
  • Onion paste: 50 gram
  • Curry Leaves: one tablespoon
  • Dried Red Chilli: 3
  • Coriander (Dhania) Leaves: one small bunch, chopped
  • Salt: to taste

Method:

Begin by dry roasting the coriander seeds, dried red chillies, cumin seeds and poppy seeds. Once they are lightly roasted, place them in a blender along with salt and prepare a fine powder.

Heat the Mustard Oil in a pan. When the oil reaches its smoking point, carefully add the chicken pieces and sauté. Next add the tomato puree, onion paste, the blended spices, some salt and the curry leaves. Pour in a bit of water and cover the pan; cook for around 10 minutes. When the gravy takes on a rich golden colour (because of the Mustard Oil), add the coriander leaves. After a minute or so, turn the flame off.

Your delicious Chicken Curry is now ready to be served. Serve it hot and have it with steaming hot rice.