Mumbai: ESPNcricinfo, the go-to digital destination for all things cricket, kick-started an annual tradition of celebrating cricket fever in India with a specially created dish, ‘Googly Gujiya.’ India’s favorite festive snack, Gujiya, has been re-imagined by Zorawar Kalra’s Massive Restaurants Pvt. Ltd as a celebration of cricket fandom and the sense of auspiciousness and euphoria that grips hundreds of millions of Indians each season. The new imagining of the Indian favorite also reflects a shared philosophy of ESPN India and Zorawar Kalra – accentuating the local while embracing the global.
Googly Gujiya, a unique variation of gujiya, is a beautiful amalgamation of rich, contemporary ingredients, bringing a delicious burst of flavors with every bite. ESPN and Zorawar Kalra unveiled Googly Guijya at a special event today at KODE, Lower Parel in Mumbai. Attendees including media, guests and former cricketer, English off-spinner Graeme Swann shared light-hearted moments with Rochelle Rao who challenged them to master the art of making Googly Gujiya. Swann can also be seen by fans as an expert analyst with ESPNcricinfo for its digital shows Match Day, Run Order, On the Road, Gloves Off and more.
Speaking on the collaboration, Zorawar Kalra, Founder and Managing Director, Massive Restaurants, said, “Massive Restaurants is pleased to collaborate with ESPN for this initiative. We wanted to create a dish that is Indian at heart but has a global appeal, something that represents Indian tradition but with a contemporary twist. Gujiya is an Indian snack that is notable across all cultures and made during festivals and celebratory occasions. We have reinvented the traditional gujiya by making it savoury and used ingredients that are loved internationally. We are very excited to watch the entire sports fraternity, fans and food fanatics enjoy our ‘Googly Gujiyas’ while cheering for their favourite team, celebrating victories and having a good time in general.”
The evolution of gujiya also reflects how the sport of Cricket has evolved in 25 years since ESPNcricinfo first established its leadership in covering the sport. The advent of the IPL, Australia’s Big Bash, England’s Vitality T20 Blast and other domestic competitions, mixed with the growth of the International calendar, is testimony to the evolving landscape. Players are now crisscrossing the world to play for teams at home and abroad. These changing dynamics of cricket seeded the idea of starting a new tradition in a country that is so passionate about the game. The creative ambition was to curate a dish that represents celebration, is synonymous with sports and is both Indian and international — a real googly in a gujiya!
Added Ramesh Kumar, Vice President, Head of ESPN India and South Asia, “Our global expertise, technology, innovation led approach and understanding of sports fans globally helps us create the best possible experience for fans locally, on whatever device or screen they use. As we celebrate the cricket season and the silver anniversary of ESPNcricinfo, we wanted to find a creative way for that to come alive off screen as well. We are excited about introducing ‘Googly Gujiya’, a unique Indian festive snack with a contemporary twist. We are proud to partner with Massive Restaurants, known for their unique Indian dishes with international accents and for their innovative stints in the food and hospitality industry.”
Commenting on the occasion, Charles Classen, Vice President & General Manager, EMEA, South Asia & Australia/New Zealand, said, “At ESPN, we celebrate sport. We understand that sports, and the passions of fans, are acutely local and powerfully global. The fervor for cricket in India is unique to the nation. Yet, there are also enormously passionate followers of global sport, from Manchester United to Roger Federer and LeBron James. To truly serve fans, you must be both local and global. That’s what differentiates ESPN and helps us connect with the sport fans at all levels. Googly Gujiya reflects that same balance of local and global.”
ESPNcricinfo web and app curates the most relevant content for fans across all geographies based on their unique needs and interests. Apart from the 10 International editions catering to all major cricket playing countries, users can also use the personalize feature to receive latest news and scores of their favorite team right at the top.
This ensures that all fans irrespective of their location receive the most appealing content on the site and on app.