Mumbai: ITC Limited’s frozen food brand ITC MasterChef has unveiled two new television commercials under its latest campaign proposition, ‘Har Roz Kuch Special’, aimed at showcasing how everyday meals can be transformed into indulgent, restaurant-style experiences at home with minimal effort.
The campaign reflects evolving consumer preferences for convenient and ready-to-cook meal solutions that combine taste, quality, and ease of preparation amid increasingly busy lifestyles.
Through relatable storytelling, the campaign highlights how routine meals can become exciting and enjoyable experiences using ITC MasterChef’s frozen snacks and ready-to-cook products. One film showcases how Chicken Seekh Kebabs help turn an ordinary mealtime into a wholesome, non-fried, restaurant-style spread, while the second TVC focuses on spontaneous entertaining and creating indulgent snack moments with ease.
The films also spotlight modern cooking preferences such as air frying, microwaving, and oven cooking, reinforcing the convenience and flexibility of frozen foods for contemporary households.
Speaking on the new communication, Ashu Phakey, vice president and business head – frozen and fresh foods, ITC Limited, said, “With ‘Har Roz Kuch Special’, we want to expand the role of frozen foods beyond occasional snacking into everyday meal moments at home. As lifestyles continue to evolve and routines shift, we see a growing demand for convenient, high-quality food solutions. ITC Master Chef enables consumers across age groups and household types to effortlessly elevate their daily meal with a promise of great taste, convenience, and trusted quality.”
ITC MasterChef’s frozen snacks portfolio includes a range of vegetarian and non-vegetarian ready-to-cook products developed under stringent hygiene standards and backed by culinary expertise. The products are designed to cater to modern kitchen formats, enabling consumers to prepare gourmet-style meals and snacks within minutes through multiple cooking methods including microwave, air fryer, oven, or deep frying.
The campaign is being amplified across television, digital platforms, OTT channels, and social media to drive broader consumer engagement and reach.
