Callebaut's global campaign celebrates Indian chef Vinesh Johny

Callebaut, a Belgian chocolate brand dating back to 1911, has rolled out its latest campaign within Asia's rich culinary scene by introducing Vinesh Johny as India's first official 'Born Original' chef. This initiative honours culinary visionaries worldwide.

The concept is rooted in the belief that the brand and the chefs it supports are true originals. The campaign reinstates that Callebaut, being the original taste of Belgium, understands struggles of chefs and artisans and hence are connected as ‘Born Originals.’

With the rise of chocolate in the region, chef Johny, co-founder of Lavonne Academy of Baking Science and Pastry Arts in Bengaluru, India, is meant to epitomise this ethos. From humble beginnings to becoming a trailblazer in Indian pastry arts, his story is one of resilience and passion, whose first encounter with Callebaut chocolate ignited a fervour for pastry, driving his innovation and creativity.

“I wasn’t made for schools and textbooks, but I was born to use my hands and create," Johny shared. "The discovery of quality chocolate was a revelation that set my passion for pastry ablaze. With Callebaut, I've found a medium that allows me to push the boundaries of creativity. Being a part of the 'Born Original' campaign was a very organic collaboration for me, and I’m thrilled to be representing [them] in India and Asia.”

So far, the campaign has featured stories of Sebastian Pettersson, a pastry chef and chocolatier in Sweden; Anaïs Gaudemer, a Floral pastry chef in Brussels; Nicolas Nikolakopoulos, a pastry chef, and desserts designer in Greece; and Lungi Mhlanga, a bakery chef in London.

Campaign’s Take: India is a huge market for chocolate consumption, but when it comes to chefs behind the scenes, Indian names are either limited or nowhere on the list. The country has excellent chefs and artisans, but they find it difficult to keep up with the intense competition, changing consumer behaviours and rampant market fluctuations.

Such initiatives provide a landing space for talented Indian chefs, taking local talent to the global stage and will encourage other chefs, too. With the rise of chocolate in India and the region emerging as the future of chocolate, such collaborations will pave a path for local chefs who are well-versed with the palate of Indian consumers, so the brand's connection with innovation here can be legitimised.