Seven things to remember if you want to market via blogs

Off late, I receive at least half a dozen emails a week from PR companies or marketing teams, who have woken up to the blogging community as a cheap free and effective way of promoting their food product / beverage / restaurant. And 5 out of 6 get it wrong. At first, it would anger me. Now, it amuses me. I feel bad for the big brands who throw good money on bad PR, who more often than not, rub bloggers the wrong way. 

Dear PR Company, 
This one is for you on how to get it right with us food bloggers (or any blogger).

Seven things to remember if you want to market via blogs

What's in a name? Everything.
Most bloggers (except the anonymous ones, in case there are any) have our name revealed somewhere on our blogs. Spare a second to find it and get it right. Calling me 'Nandini' or 'Sangita' on the invite, isn't going to make me feel like reading any further. You aren't addressing me, after all. Some of you don't even bother with a name. It's just 'Dear Blogger' - that is a total fail. You are even worse than the ones who get the name wrong. 

Location, location, location
I have my location clearly mentioned in my blog. I live in Bangalore. And 50% of the times, I get invites for events in Bombay or Delhi or some other city. Dude, seriously, do you have *that* big a marketing budget, to fly bloggers to other cities? In these times of recession, I'm sure not! Then why not spend another second to verify location and send an invite only if the event is in my city.

The details
Don't be all mysterious in your mail. We do have other things to do than spend 10 minutes trying to decipher what is it that you are exactly trying to market to us. If it is a food brand that sounds baffling enough to masquerade like Viagra, you are not going to get a response. I understand confidentiality and all that - but some degree of clarity is surely required. 

Give us time
Believe me, I've got invites for events well after the event date saying please RSVP urgently and I've had to reply - "Sorry, I don't time travel well". Food bloggers are not utterly jobless people, even if you think that way. Most have a serious career, pursue hobbies, mind their kids, look after their family and blog in their spare time. Even if they would be interested in attending your event, they need at least a week's notice. Sending me a mail on the 20th October about a special cuisine week in your restaurant that is running from 13th October to 21st October is so not done. No one likes to be invited as an after thought. And that too, expecting an immediate RSVP. Sorry, no one is *that* jobless.

More details
In case you got the name and location right, and you were nice enough to contact us a week before the event, and you managed to get a 'Yes' from the blogger, please share other essential details like the exact venue, time of the event, the dress code and any other specifics that we need to know. A blogger friend who attended the launch of a certain beverage last week found herself in casuals when most of the (non-blogger) guests were dressed as though they were on red carpet. No thanks for the embarrassment.  

Transparency
Be honest about what you want from the blogger. Do you want him to tweet about the event / photograph the event and post on Facebook / write a post on her blog about the event / product. It's better than being all ambiguous and then you feeling all sore about having given a free meal for nothing in return. 

Lastly, some respect, please.
We are food-bloggers. We cook decently well. We eat out in restaurants regularly, pay our bills and leave a generous tip. Assuming that by throwing some free food and drink our way, you can get things done the way you want, is not the best way to go about it. Free food is NOT fees for a professional's service. The reason you are approaching me in the first place is that you realize that when I say a product / restaurant is good, the people who read my blog, follow me on Twitter or on Facebook will believe my word and be willing to try your product out. Since when does a free meal constitute as fees for a professional marketing service rendered? As a PR company, please realize you are the bridge between a food company / restaurant / brand and the blogger. It's a relationship that needs to be maintained if you are going to need foodblogs as one of your marketing arms. If you think foodblogs don't deserve the respect, then why bother with us anyway?


This post is a part of Write Over the Weekend, an initiative for Indian Bloggers by BlogAdda
Theme : If I had the power to change something, I would...

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Saturday Dinner at the Raj Pavilion - ITC Windsor

When I received an invite for the 'Your Grill, Your Way' festival at Raj Pavilion at the legendary ITC Windsor, Bangalore, it was a tough one to turn down. We have some fond memories of dining at the ITC restaurants starting from the Pan Asian & Peshawari at the ITC Maratha in Mumbai to the Kababs & Curries at the ITC Kakatiya in Hyderabad. They know their hospitality and they choose their chefs well, no wonder eating there is a near perfect dining experience.

Being a Bangalore newbie, this was my first time at the ITC Windsor, while the husband having lived here and been a regular in their restaurants, was just reminiscing about old times, not that much had changed. Raj Pavilion is their multicuisine 24 hour restaurant and the first thing that strikes you is the massive windows that open into the outdoors and the pool. I learnt later that this was inspired by the 100 year old glass house at the Lal Bagh gardens.

Their regular menu has some beautiful stuff from the Anglo-Indian cooking repertoire and items like the Southern Railway Mutton Curry that you rarely find in many other restaurants. 

Since we were there to try out their grill event, Chef Prashanth explained to us the marinades and rubs available that we could choose from and use on our choice of meat or vegetables. 

We started our meal with some battered and fried lotus root and coloured bell peppers. Crunchy and full of texture, it made the perfect appetizer.

S chose the grilled bhekti and basa, both in a mustard-garlic marinade. The fish were grilled to perfection and flaky, served with a lemon butter and barbeque sauce. 

Grilled Eggplant

Grilled Vegetarian Platter

I asked the chef to serve me a platter of vegetarian grills. My favourite was the stuffed grilled eggplant with bold mediterranean flavours, which I had a double serving of. The other interesting grill was cabbage leaf roll stuffed with mashed vegetables with creole spices. I intend to try this out at home soon. The stuffed bell pepper is always a good option to put on the grill but I didn't find the filling very interesting. There was also a grilled paneer but since I saved it for the end, it didn't taste that great. It is indeed too much expect that cold paneer taste good :)

There was also grilled corn on the cob served with butter of choice but after having eaten a bit of everything, I was already stuffed. The husband ordered a grilled chicken breast with a black pepper rub and he seemed to savour it in silence while I had a conversation with the chef.

While I had made up my mind to give dessert a miss in anticipation of the long hours on the treadmill to make up for all this, the phirni that made an appearance on the table was far too enticing not to try. It was creamy, light, just the right level of sweetness, in short-deliciousness out of an earthen pot. It was tough to stop at one spoonful. 

The serving staff also forced me to taste their best-loved item, the Windsor mousse convincing me that they will only get me a tiny portion and I'm glad I succumbed to the melt-in-mouth chocolatey goodness. I also had a taste of the creme caramel from a friend on the table and it was the perfect ending to a good meal.

I realised that the peace of the dining experience was enhanced by some good music which was playing all along, soothing without being an intrusion to a good conversation. The service was highly attentive, right from the personal welcome every guest got into the dining room to the grace with which it was served to us. 

I am told their Sunday brunch is highly popular because the guests can not only dig into the buffet spread and live counters but also sample stuff from any of the restaurants on the floor such as Dakshin, Royal Afghan and Dum Pukht Jolly Nabobs. But for my current fitness regime and training for a marathon, I would be here the very next Sunday :)

ITC Hotels know how to make you feel special, even over a dinner and no wonder we have celebrated most of our special occasions with them.

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Crustless Quiche using homegrown Swiss Chard

Crustless Chard Quiche 

There's something wonderful about quiches, they fit perfectly as a meal for any time of the day - be it breakfast, lunch or dinner. The only thing that probably deters people from making this is the mess (well, a little) of making and blind baking the crust and the quantity of butter that goes into it and the thought of burning all that butter off the next day on the treadmill. Well, may be that's just me but yes, if the crust is eliminated, the quiche becomes healthy, quick while still tasting delicious. It's also a great way to use up spinach, mushrooms, corn and bits of any cheese you may have in the refrigerator. 

Freshly plucked swiss chard

I used chard because they were just plucked that evening, all fresh and luscious green, you could by all means use spinach, or a combination of other greens and add any other lightly sautéed vegetables like zucchini or bell peppers to this. A spinach quiche is also the best way to make kids eat their greens up without much fuss.

Recipe for Crustless chard quiche 

Adapted from a recipe on Food.com

Serves 2-4

Ingredients

1 tsp olive oil

3 cups of roughly chopped chard (include tender stalks too) or spinach

1 medium onion, sliced

1 clove garlic, finely chopped

3 medium sized eggs

3/4 cup milk 

1/2 cup fresh bread crumbs

1/2 cup cheese (grated or crumbled, as per the cheese used. I used fresh mozzarella, crumbled)

1/2 tsp salt

3/4 tsp ground pepper

Handful of fresh herbs, finely chopped or 1 tbsp dried herbs (Oregano and thyme)

Directions

1. Preheat oven at 180C. Grease a 6" pie dish or a baking tin.
2. In a pan, heat olive oil. Add the sliced onions and garlic, lightly saute for 3-4 minutes on medium flame, until onions are soft. 
3. Add the chard or spinach and saute for 2-3 minutes until just wilted.
4. In a bowl, whisk the eggs, milk, salt, pepper, herbs well and add the crumbled cheese.
5. Transfer the chard mix from the pan into the bowl and mix with a fork.
6. Pour into the greased pie dish. Top with bread crumbs, more freshly ground black pepper and dried herbs and bake for 20-25 minutes until a knife comes out clean.

Serve with a salad for a light lunch. 

Crumbled feta pairs well with spinach and it's a classic combination in Greek cuisine. 

You can easily scale up the recipe and bake in a bigger dish with increased baking times. Leftovers make great breakfast, just microwave for 30 seconds or so before serving.

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Three Birthdays, One Tart : Recipe for Baked Yogurt Berry Tart

It's lovely when a plan comes together perfectly. Aparna, Arundati, Arundhati, Arundathi (yes, they are three different girls with same name and different spellings) and me, started a little baking group to egg each other to bake and write about it, not that Aparna needs any egging on. We've christened it The Sisterhood of The Traveling Cake Tins and each month we bake something together. 

Behind the beautiful posts, what you wont see is some frantic activity on our (secret) FB group page, where each of us spams recipe links, where to source ingredients, what to substitute, what to do when something seems to be going wrong and of course, pictures and commentary at every stage of the recipe. This time was no different. Also, seeing my post about this exciting group, Monika asked to be a part of it too and now we are six of us.

We decided to bake something to commemorate the legendary Julia Child's 100th birthday. In my early years of food blogging, I won the book 'My Life in France' for showcasing the best marketplace, and this foodblogger shipped this book to me all the way from Switzerland. I've read the book many times and it's never failed to inspire me on how Julia found her life's calling in her 40s, how she had never been interested in cooking until then, how she went on to write the most applauded cookbook of her times and went on to make the most watched cookery show of her time. 

This is a simple recipe, by French cooking standards. I used a simple mix and 'press-into-tin and bake' crust recipe over one that needs resting and rolling. The filling itself it extremely easy-just good yogurt, eggs, sugar, flour topped with fruit and nuts of your choice. I was telling my fellow group members how this makes a perfect breakfast recipe, minus the crust. 

Coming to the other two birthdays, it is the husband's birthday today and we did a little 'cake' cutting ceremony over our morning tea and had it for breakfast. It is also India's 65th Independence Day which makes this dessert fit three special occasions beautifully.

Recipe for baked yogurt berry tart with oatmeal crust
Serves 12-16

For the oatmeal crust:
Adapted from here

1 cup all purpose flour
1 cup oatmeal flour (lightly roasted and powdered the oats)
1/2 cup packed light brown sugar
1/2 tsp baking powder
1/2 tsp salt
100 grams butter, melted and cooled (but still liquid)
1 egg beaten-to seal crust once nearly baked

Line a 9" pie tin with a detachable base or a regular pie tin lined with foil. Grease the foil. 

In a large bowl, mix the flours, sugar, baking powder, salt till combined. Add melted butter and gently bring together everything. Tip this onto the pie tin and smoothen with fingers to line enter base and the side of the tin, pressing down with a flat bottomed cup to even it out and chill in the fridge or freezer for 10-15 minutes.

Preheat oven at 170 C (325 F).

Place a rack in middle of oven and bake this crust for 20 minutes, until nearly golden.
Remove and brush with beaten egg all through and bake again for 5-7 minutes. This prevents the crust from becoming soggy.

While the crust is baking, prepare the filling.

For the filling (adapted from Julia Child's recipe for Tarte Au Yogurt)
3/4 cup powdered sugar
3 eggs
2 cups yogurt (I used Danone-regular fat, after lightly tipping out any whey on the top, no need to drain)
2 tsp vanilla extract
3/4 cup all purpose flour

1.5 cups berries or sliced peaches or nectarines (I used dried wild blueberries and cranberries, rehydrated and drained)
1/3 cup chopped nuts (I used almonds)

In a large bowl, beat the eggs and sugar for 3-4 minutes till pale and thick. Lightly fold the yogurt and vanilla extract into this until mixed. Sieve the flour into this gently, folding it into the mix in batches. Once the crust is baked, pour the mix into it, it will reach almost to the top of the pan. Once you arrange the fruits in the center and nuts around the circumference, the tart is ready to go into the oven for 40 minutes at 170 C (325F), until lightly golden around the edges.

Unmould with the foil or from the detachable base and chill in the fridge for 2 hours or so. Peel off foil and place on a cake tray, slice into wedges. Once such tart will yield 16 slices.


PBS is celebrating Julia Child’s 100th birth anniversary with a “Cook For Julia” right through this week and you can join them by cooking any one of Julia Child’s recipes. The deadline to join the party is 15th August, Julia’s birthday.

Posts by the others in my baking group:

Aparna's Yogurt Tart with Orange and Pistachios

Arundhati's Cherry Berry Yogurt Tart

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Bread baking tales and recipe for cinnamon rolls

The high point of July was this artisan bread-baking workshop most generously organised by Breadworks Boulangerie. We were hand held (literally) through this process of bread kneading, shaping and baking by master artisan baker, Maurice Chaplais from UK. It was so much fun messing around with flour, yeast, butter and other baking enthusiasts to help with the sticky business. We got to take home the gorgeous stuff we baked-challahs, baps, scottish mist and a most decadent chocolate rum tart. It was also the first time I worked with fresh yeast. You may call it a strong smell, but I'll most definitely call it an aroma, which mellows and infuses every corner of your home as you bake with this.  Call it a stupid coincidence, but I came back home from the workshop and my hands were desperate to get kneading some bread and every batch of yeast at home died on me. I had a painful wait as I ordered fresh yeast online, and the very evening it came home, I got started.

Top L-R: Anadama bread, Whole wheat loaf /
 Bottom L-R: White Sandwich loaf, Fig walnut loaf from Masterchef Australia

Now, the recipes we learnt in the workshop asked for accurately weighed ingredients, while my favourite cookbook-How to Cook Everything Vegetarian by Mark Bittman has a section on leavened breads with all metric measurements. So I got started with two sandwich loaves, one white and other, part whole wheat. The next was an Anadama bread, which uses part cornmeal, because in my baking spree, the flour in the bin was all scraped out and I need half a cup more and this recipe fit the bill perfectly.

That was three loaves in two days. 

Yesterday presented me with a perfect opportunity to bake something that's been playing on my mind for a while, the cinnamon roll. We had a farewell tea party for a neighbour and bingo, I wanted to bake these. Again, a Mark Bittman recipe with slight modifications, turned out pillowy soft, just the right amount of sweetness and that hit of decadence from the sugary almond glaze. These were my babies, lovingly baked and of course I loved them. But when my friend, Bharath, who never offers praise unless truly deserved raved about them after taking a bite (in stone cold sober state), that these were the BEST rolls he's eaten, I knew these were deserving of good pictures and then a post with a recipe, may be.

So here goes...

Recipe for Cinnamon Rolls with glaze
Makes 15-16 rolls

Ingredients
3.5 cups all purpose flour
4 tsp fresh yeast or 2 tsp instant dry yeast
1 tbsp sugar
2 tsp salt
2 eggs
2 tbsp butter (soft)
1 cup milk (3% or whole, not skimmed)

For filling
2 tbsp ground cinnamon
3/4 cup sugar
2-3 tbsp butter

For brushing
2 tbsp melted butter

For glaze
1/2 cup powdered sugar
2-3 tbsp milk
few drop almond extract or vanilla extract

Rolls before baking, after baking and after glazing (Instagram pics)

Directions
In a large bowl, combine flour, crumbled yeast, sugar, salt, butter with your finger tips until they are like crumbs and well mixed.
Make a well in the center, add the eggs one by one, mixing well with finger tips.
Add the milk to this, combining with wooden spoon or fingertips to get the dough together. Once it forms a ball, transfer to lightly floured counter and knead for 10 minutes with heel of your palm, folding it back and again stretching with heel of palm. In the end, make a smooth ball with floured hands. Place in oiled bowl, covered properly, to rise to at least double the size (1-2 hours) in a warm, draught free place.
Combine the cinnamon and sugar in a small bowl and keep aside.
Butter a baking dish 9X13 inches or use two smaller trays and keep aside.
Once dough has risen to double, remove from bowl on lightly floured surface. Punch down and lightly roll out using a rolling pin, roughly 15 inches in length and 9 inches wide.
Cover the entire surface with the cinnamon sugar, lightly pressing down the coating into the dough with finger tips.
Roll along the length into a tight jelly-roll. Cut into 1" slices, placing them cut side up on the greased baking tin. Keep a little space between rolls, to allow for the second rise.
If you baking in a single large baking tray- place them in 3 rows of 5 rolls to make 15 rolls.
Cover and keep aside for 45 minutes. Or you could place the entire tray inside of a big plastic shopping bag, twist the end and tuck it under tray to have a warm, draught free environment.
Preheat oven to 175 C. Once the rolls have doubled / risen, brush with melted butter and place them in a middle rack and bake for 20-25 minutes until tops are golden.
Meanwhile, in a medium bowl, whisk the powdered sugar, milk and extract until you get a glaze of pouring consistency. While the rolls are hot, using a spoon, drizzle the glaze criss cross all over the rolls.
Eat/serve warm straight from pan.

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Insanely Good Chocolate Almond Brownies

These brownies were baked twice over the weekend. These are the sort that make people have a bite and go 'swooooon' or fall in love with you, or both. If you've been a follower of my blog, you know that I rarely use superlatives. I had blogged another simple brownie recipe a few years ago and I called them 'Easiest to make brownies' - so when I call these 'insanely good' you must know that I am not kidding you. I have resolved to bake these only for others as I, for one, can't seem to stop at a few bites because the taste of this is like nirvana to my soul.

It's quite ridiculously good by itself but serving it warm with cold vanilla ice cream is like the literal icing on the cake. Unlike cakes that come with a lot of ways they can go wrong, this one, if you follow the recipe, is quite foolproof and everyone needs one good brownie recipe that can say "Thanks", "Sorry", "I love you", "I want to be your most favourite person" or even, "I want you to become fatter than me", etc. You know what I mean...these brownies can speak volumes when words fail you :)

Before you think I'm that sort of culinary genius who comes up with brownie recipes that can lead to world peace, please hold that thought. This is adapted from Dorie Greenspan's recipe from her book, Baking: From My Home to Yours, with some tricks from baking forums to overcome the problems I faced with the first batch I baked. 

If you've baked brownies with butter before and after baking, you might have found that all the butter oozed out of the brownie. Not that this will affect the taste or texture once the brownie is chilled enough in the fridge, but there is a technique by which you can avoid it. This often happens when the flour in the recipe is very less like the one here (just 1/4 cup of flour), so when you incorporate all the ingredients, you need to stir well to emulsify the mix so that the butter is well blended into the rest of the mix. I used this trick in the second batch and it turned out just perfect.

Recipe for Chocolate Almond Brownies
Makes 16 two inch squares
Skill level: Easy-Moderate easy

Ingredients
100 grams butter plus 1 tbsp butter - chopped into 8-9 pieces [8 tbsp butter]
1/2 cup cocoa powder
2 large eggs
1 cup sugar
1 tsp vanilla extract
2 tbsp coffee liquor (optional)
1/4 cup all purpose flour (maida)
1/4 tsp cinnamon powder
Pinch of salt
1 tsp instant coffee powder (use 2 tsp if you are not using coffee liquor)
1/2 -3/4 cup sliced almonds or chopped almonds [Substitute with walnuts for walnut brownies]
1/2 cup choco chips or your favourite dark chocolate bar chopped into bits

Directions

Centre a rack in the oven and preheat oven to 160 degrees celsius / 325F
Lightly grease with butter an 8" square tin / baking tray, line with baking paper / parchment paper.
Grease this with butter properly and keep aside.
In a large microwave safe bowl, place the chopped butter and microwave for 50 seconds to a minute until it's just melted.
Let this butter cool down for a bit, meanwhile get all the other ingredients.
In a small bowl, mix the flour, cinnamon powder, salt, coffee powder with a fork.
To the melted butter, add the cocoa powder and stir very well with a silicon / rubber spatula mixing them well together.
To this, add the eggs, one by one, mixing them well into the mixture. No need to beat and incorporate air into this. Mix in the sugar.
Add the vanilla extract and coffee liquor. Liquor is optional but it does take the taste to a whole new level.
Now, add the flour-cinnamon-salt-coffee mix to this and stir well for 2 minutes or so in a round motion to emulsify the mix well (so that butter doesn't ooze out after baking).
Final step is to add the nuts and chocolate bits. Fold them in and scrape the brownie batter into the parchment lined baking tin.
Bake for 25 minutes until the top appears papery.

Do not ignore the following instructions to get perfect pieces
Remove from oven and cook in the baking tin itself on a rack, for at least 30 minutes.
Slice into 16 squares (2 inches X 2 inches each) - remove from lining paper, place on a tray and chill for 2-3 hours minimum for a fantastic fudgy texture.

Thank you, my dear N&A for allowing me to borrow this book and keep it with me for long enough to get inspired to bake with one stick butter. 

Dorie Greenspan calls these brownies Tribute-To-Katherine-Hepburn Brownies. If you want to know the connection between Katherine Hepburn and these brownies, check here.

If you want to have sneak peeks into my kitchen, regular updates on the goof-ups  great stuff i cook, well before it appears on the blog, do stalk follow my Facebook page : http://www.facebook.com/saffrontrail

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When life gives you sour mangoes - Make Mango Dal

The summer is coming to an end and not one mango post on the blog, or so I was thinking. And then life presented me a sour mango this morning...

You cut open a luscious looking mango anticipating sweet and juicy fruit, which is already making your mouth water. Sometimes, the mango lives up to your expectations (and taste buds) and sometimes it makes your screw your eyes shut because it is so sour, giving your taste buds a rude shock. Instead of fretting over sour mangoes, how about putting them to good use. This Mango Dal recipe is one of them. The sweet-sourness from the ripe mango, heat from chillies go beautifully with any cooked dal. Here, I've used masoor dal. You could well use chana dal, tur dal or a mix of all the three dals.

Mango Dal, Bhindi curry served with paratha - Lunch 

I think mango, ginger and coconut make a fantastic flavour combination. If you don't have coconut on hand or you are not especially fond of coconut, by all means leave it out.
This dal, made as per the recipe below is thick and creamy, with a great depth of flavour and yet so easy to make. Even a beginner in the kitchen can churn this out in no time. Also, masoor dal cooks even on stove top in no time, in case you are one of those grad students stuck in the US without a pressure cooker :)

I've used Banganapalli variety of mango here, but you could use any mango that is ripe but too sour to eat as it is. If you use a small Mango like Alphonso, you'll need 3-4 sour mangoes, as they don't come with much flesh, not unlike the popular size zero movie stars of Bollywood.

Does your family have a special recipe for Mango Dal, which is made when mangoes are in season? Come over and participate in this discussion on the Facebook page of Saffrontrail - https://www.facebook.com/SaffronTrail/posts/411255952252710

Recipe for Mango Dal
Serves 3-4
Time taken : Under 20 minutes

Ingredients
1/2 cup masoor dal
1 large mango (ripe but sour)
3 tbsp fresh scraped or frozen coconut (unsweetened)
1-2 green chillies (depending on how spicy they are)
1 tbsp ghee / oil
1/2 tsp cumin seeds
Fat pinch of asafoetida
1/2 tsp grated ginger
1 stick cinnamon (1")
1 sprig curry leaves
1/4 tsp turmeric powder
3/4 tsp salt

Directions
Wash the dal and pressure cook with 1.5 cups of water (2 whistles, 5 min on sim).
Peel and cube the mango roughly, scraping off any flesh around the seed (stone). This should make a generous cup to nearly a cup and a half in quantity to get full flavour of mango in the dal.
Place the cubed and scraped mango flesh, coconut, green chillis in the small mixer jar and grind to a paste.
In a pan / kadai, heat the ghee.
Add the asafoetida, cumin seeds - letting the seeds splutter.
Add grated ginger, cinnamon stick, curry leaves, turmeric powder. Saute for 30 seconds and then pour in the mango-coconut-chilli puree.
On a medium flame, stir this for 1-2 minutes.
Add pressure cooked dal, salt and up to 1/2 cup water to get the desired consistency of dal.

Serve hot with steamed rice or rotis.

The taste of this mango dal lingers on...over my tastebuds, as I say this, DO try this out. I guarantee you'll love it.

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