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Cooking up a storm: Celebrity MasterChef India on Sony LIV drives 2x subscription growth!
MUMBAI: Sony LIV is serving up an irresistible culinary treat with the much-celebrated Celebrity MasterChef India, now streaming on the platform. A celebration of creativity, skill, and gastronomic excellence, this season takes the iconic format to new heights by bringing India’s favorite celebrities into the competitive cooking arena. Under the expert guidance of Chef Vikas Khanna, Chef Ranveer Brar, and host Farah Khan, these stars tackle high-stakes challenges to win hearts and claim the coveted title.
This season of Celebrity MasterChef India has seen remarkable traction, registering a 13% growth in user base and a 26% increase in viewership. With watch time per user and subscriptions doubling, the show has firmly cemented its place as a fan favorite. A significant driver of this success is its high female skew, with 43% of the viewership being driven by female audiences.
Adding to the grandeur of the show is a stellar lineup of sponsors who share a passion for quality and innovation. Veeba, as the Co-Presenting Sponsor, inspires culinary creativity. Joining the journey are ACKO, GI’s of India and Fortune Chakki Fresh Atta as Co-Powered Sponsors, with BSH Home Appliances stepping in as the exclusive Appliances Partner and Vinod Intelligent Cookware as Partner to elevate the cooking experience on Sony LIV.
These partnerships make Celebrity MasterChef India an inspiring journey where celebrities step out of their comfort zones, refine their culinary skills, and compete for glory under expert guidance.
Comments
Ranjana Mangla – Head Ad Revenue, Sony LIV
At Sony LIV, we are dedicated to crafting extraordinary and immersive experiences, and Celebrity MasterChef India exemplifies this commitment. This season, we’ve partnered with visionary brands that share our passion for quality, innovation, and excellence—elevating the iconic MasterChef format to celebrate the love for food while delivering world-class entertainment. Food is more than just ingredients—it’s a cultural cornerstone that connects people across traditions and industries. Celebrity MasterChef India seamlessly integrates brands from diverse sectors, including BFSI, Consumer Durables, and Healthcare, offering a dynamic platform for meaningful collaborations. This season, we welcome an exciting mix of visionary brands driving innovation, thriving homegrown enterprises, and government initiatives that spotlight India’s rich heritage on a global stage. With a highly engaged, digitally savvy audience that values premium experiences and authentic storytelling, Celebrity MasterChef India creates impactful brand narratives that resonate deeply and leave a lasting impression.
Viraj Bahl, Founder and MD, VRB Consumer Products (Veeba & Wok Wok)
We are delighted to collaborate with Celebrity MasterChef India once again. Cooking is an act of love and creativity, and great taste is the reward for that effort. Our endeavor is to empower our consumers to experiment fearlessly and bring their unique flavors to life—because life tastes better with Veeba.
Ashish Mishra, CMO – ACKO
MasterChef India continues to inspire today’s audience to make informed, healthier choices, aligning perfectly with ACKO’s ethos of care, simplicity, and innovation. Our collaboration with MasterChef bridges the gap between healthy cooking and stress-free living, sharing mindful tips that show we genuinely care about our customers’ overall well-being. With the show airing on Sony LIV, a platform renowned for its engaging and premium content, this partnership provides an excellent opportunity to amplify our message and drive meaningful connections with our audience.
Shri Karan Thapar, Director – DPIIT
The DPIIT values its partnership with SonyLIV’s MasterChef India, which aims to promote GI tag products. This collaboration is anticipated to elevate public consciousness regarding the cultural significance and inherent value imbued in these products due to their geographic origins. Furthermore, GI tagging facilitates the preservation of our country’s diverse geography, environmental conditions, and traditional practices – all of which contribute to the distinctiveness of these valued products.
Celebrity MasterChef India streaming Monday to Friday at 8 PM on Sony LIV!
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
