MUMBAI: Vinod Intelligent Cookware has announced its association with the upcoming season of ‘Celebrity MasterChef’ as the Co-powered Sponsor on Sony Entertainment Television and Partner on SonyLIV.
Set to premiere on 27 January, 2025, the season titled ‘Celebrity MasterChef – Sabki Seeti Bajegi!’ will air from Monday to Friday at 8 pm on Sony Entertainment Television and simultaneously stream on SonyLIV. As part of the partnership, Vinod Intelligent Cookware’s innovative products will be used by celebrity contestants like Usha Nadkarni, Gaurav Khanna, Dipika Kakar Ibrahim, Tejasswi Prakash, Chandan Prabhakar, Archana Gautam, Nikki Tamboli, Rajiv Adatia, Abhijeet Sawant, Faisal Shaikh, and Kabita Singh will swap their usual roles for aprons and chef’s hats as they compete for the title of Celebrity MasterChef, further solidifying Vinod Intelligent Cookware’s reputation as a leader in the cookware industry.
With Bollywood choreographer and director Farah Khan hosting the show, and renowned chefs Vikas Khanna and Ranveer Brar as judges, ‘Celebrity MasterChef – Sabki Seeti Bajegi!’ will look to blend of culinary expertise and entertainment. This season will offers a mix of high-pressure cooking challenges and star-studded moments to appeal to both professional chefs and home cooks alike. This dynamic format makes the show an ideal platform for Vinod Intelligent Cookware to engage millions of viewers, showcasing its premium cookware in real-world culinary scenarios.
The Vinod Intelligent Cookware brand will feature prominently through its association with MasterChef on Sony TV and SonyLIV. Brand amplification via specially curated product displays on Vinod Intelligent Cookware branded utensil rack, seamless integrations, anchor mentions, and consistent brand communication throughout the show, ensuring maximum reach and engagement across platforms.
“This marks our second partnership with MasterChef India, and we are excited to once again align with such an iconic platform. Our collaboration with the show offers a unique opportunity to demonstrate the exceptional quality, durability, and reliability of our products while allowing us to reach millions of households. We are proud to be part of a show that celebrates culinary excellence, and we look forward to seeing the contestants use our cookware in their high-pressure cooking challenges,” said, Sunil Agarwal, MD Vinod Cookware India Private Limited.
Sandeep Mehrotra, head ad sales, Network Channels, Sony Pictures Networks India (SPNI), said, “We are thrilled to partner with Vinod Cookware, as the highly anticipated format – Masterchef India, promises to be more exciting than ever this season, returning as Celebrity Masterchef – Sabki Seeti Bajegi! The seamless integration of their brand into the show enhances the viewing experience, making it a compelling watch for our loyal audience. We look forward to a fruitful partnership that will undoubtedly delight our viewers across our linear and digital platforms.”
Priya Jacob, President – Media, Network Advertising said, “We are excited to partner with MasterChef India (Celebrity MasterChef) once again on an even larger scale, with a presence on both Sony Entertainment Television and SonyLIV. With its loyal viewership, the show provides an excellent platform to enhance Vinod Cookware’s brand awareness and credibility. The use of Vinod Cookware by celebrity contestants on the show allows for organic product placement, demonstrating its reliability in high-pressure, professional cooking scenarios.”
