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‘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.”
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.
