MUMBAI: Cooking just got star-studded! Vinod Intelligent Cookware is gearing up to sizzle in kitchens nationwide as it partners with Celebrity MasterChef - Sabki Seeti Bajegi!, airing on Sony Entertainment Television and SonyLIV starting 27 January 2025. As the co-powered sponsor, Vinod Intelligent Cookware will showcase its premium range in a show that blends culinary brilliance, entertainment, and a dash of star power.
The show will bring together a stellar lineup of celebrities, including Usha Nadkarni, Tejasswi Prakash, Dipika Kakar Ibrahim, and Abhijeet Sawant, all swapping their usual roles for chef hats as they battle for the coveted title of ‘Celebrity MasterChef’. Hosted by the ever-entertaining Farah Khan and judged by celebrated chefs Vikas Khanna and Ranveer Brar, this season promises to combine high-pressure cooking challenges with unforgettable moments of hilarity and heart.
Vinod Intelligent Cookware’s innovative products will be front and centre, with seamless brand integrations across the show. From prominent displays on branded utensil racks to contestants using the cookware in their culinary adventures, the campaign will ensure maximum visibility and engagement across television and digital platforms.
“This marks our second collaboration with MasterChef, and we couldn’t be more thrilled,” shared Vinod Cookware India Pvt Ltd MD Sunil Agarwal. “Celebrity MasterChef offers the perfect stage to highlight the reliability and performance of our cookware under challenging conditions. We’re proud to see our products in the hands of talented contestants, showing their mettle in the heat of the competition.”
The show’s reach and popularity make it a strategic win for the brand. With Sony TV’s loyal primetime audience and SonyLIV expanding digital footprint, the collaboration aligns with Vinod Intelligent Cookware’s mission to elevate everyday cooking into an art form.
Sony Pictures Networks India (SPNI) head of ad sales Sandeep Mehrotra added, “MasterChef’s star-studded format this season promises to delight viewers like never before. Vinod Cookware’s integration into the show ensures an elevated experience for our audience while highlighting the brand’s premium quality. We are excited for a fruitful partnership.”
Beyond just entertainment, the show reflects the growing aspiration among home cooks for premium kitchen tools that stand up to the test of professional challenges. As Network Advertising Pvt Ltd president of media, Priya Jacob noted, “The use of Vinod Cookware by celebrity contestants creates organic brand moments that demonstrate reliability under high-pressure scenarios, enhancing credibility and consumer trust.”
So, get ready to tune in to Celebrity MasterChef - Sabki Seeti Bajegi! every Monday to Friday at 8:00 pm on Sony TV and SonyLIV. Watch as celebrity contestants cook up a storm with Vinod Intelligent Cookware, proving that the right tools can truly transform a dish—and perhaps a career.
