MasterChef India serves up big brands and bigger pride

MUMBAI: Sony Entertainment Television’s MasterChef India is proving that great television, like great food, works best when the ingredients are just right. As the new season unfolds, the much-loved culinary series has once again emerged as a prime destination for brands seeking scale, trust and a strong emotional connect with Indian audiences.

Set against the season’s resonant theme, Desh Front Foot Par Chal Raha Hai, the show celebrates India’s confidence, creativity and cultural pride. It offers brands a warm, flavour-rich canvas rooted in everyday kitchens and shared values, making even commercial partnerships feel like part of the story.

Leading the sponsor line-up is Ananda Dairy Ltd., which joins as co-presenting sponsor, aligning naturally with the show’s focus on nourishment and homegrown goodness. Fortune Edible Oils and Foods and Catch Salts and Spices step in as co-powered by sponsors, reinforcing the show’s close ties to daily Indian cooking and trusted pantry staples.

The brand bouquet widens further with Bergner India, Bharat Gas and Vim ProClean Dishwashing Liquid from Hindustan Unilever Limited coming on board as Special Partners, reflecting the programme’s appeal across cookware, energy and household care.

With Chef Vikas Khanna, Chef Ranveer Brar and Chef Kunal Kapur back at the judges’ table, MasterChef India continues to dish out aspirational storytelling and premium audiences. It remains a rare blend of entertainment and authenticity, where brands do not interrupt the experience but season it.

Sony Pictures Networks India, cluster head, ad sales, Hindi GEC, travel and tourism business Akshay Agrawal, said the show remains a natural choice for brands looking to engage value-conscious viewers at scale. Its credibility, he noted, allows partners to build meaningful connections rooted in trust and excellence.

Ananda Dairy Ltd. chairman Radhey Shyam Dixit, echoed the sentiment, said the partnership reflects a shared belief in celebrating Indian ingredients and authentic flavours, while inspiring pride, creativity and togetherness through food.

In a crowded television landscape, MasterChef India continues to stand out, not by shouting louder, but by cooking smarter.