'MasterChef India' hits the right cord with advertisers on Sony LIV

Mumbai: Sony LIV introduced its viewers to the world-renowned culinary reality series MasterChef India. In the quest to find India’s master chef, the most revered cooking show is witnessing many aspiring home cooks who are presenting a platter of delectable dishes week on week.

Through partnerships and marketing solutions, Sony LIV has brought to life the propositions of brands with various conceptual integrations and tailored content series. In a short time, the show has attracted millions of viewers as well as advertisers on the platform. MasterChef India’s panel features three judges: chefs Vikas Khanna, Ranveer Brar and Garima Arora. They have been guiding and mentoring each contestant to become India’s MasterChef.  

Sony LIV head of ad sales revenue Ranjana Mangla said, "Nothing unites people better than good food, especially in a gastronomically rich country like India. A show like MasterChef India not only engages a huge viewer base but also supports the diverse culinary talent in our country. Through this show, sponsors can integrate and showcase the various uses of their products through contextual sampling as well as create brand awareness among the millions of Indians. We aim to form long-term strategic partnerships with advertisers who share our values and growth strategy, and we look forward to strengthening our relationship in the coming years." 

Amul managing director Jayen Mehta added, "Amul has been associated with MasterChef India over several seasons and has in fact been instrumental in seeding the format in the country. We have been pioneers in breaking several format norms in India and leveraging the content to make our range more visible, showcase innovative applications of our products and tell our consumers about Amul products their purity and taste. Being the taste of India, Amul has always strived to bring good taste, great food to the country. With a few episodes down and going strong, we hope Amul presents MasterChef India carries the torch forward for Amul in assuring our consumers that we are standing tall with them and will always endeavour to give them good quality products and exotic recipes always."