Food
Veeba onboarded as MasterChef Indias co-presenting sponsor on Sony LIV
Mumbai: MasterChef India is gearing up to make a sizzling return exclusively on Sony LIV soon. The show has been a resounding success in its previous season with entire nation streaming the culinary extravaganza. As the anticipation builds for the upcoming season, Sony LIV is thrilled to unveil an exciting collaboration with Veeba, a beloved brand renowned for its wide range of sauces and condiments.
As the co-presenting sponsor of MasterChef India, Veeba is set to showcase various usage of its products to curate exclusive delectable dishes. Veeba’s partnership with MasterChef India marks a significant milestone in drawing synergies between the brand and the content proposition. Veeba shares a common vision with MasterChef India to celebrate the art of gastronomy, empower culinary talent and inspire food enthusiasts.
MasterChef India will soon return with celebrity chef Vikas Khanna, chef Ranveer Brar along with latest addition chef Pooja Dhingra. With their unparalleled expertise and refined palates, they will inspire contestants to push culinary boundaries. Just like the previous season, 16 dedicated cooks will fight tooth and knife in the iconic MasterChef kitchen to emerge as the ultimate MasterChef of the season.
Sony LIV head ad revenue Ranjana Mangla: As MasterChef India embraces the digital-exclusive format, it ushers in a new era of entertainment that aligns with the preferences of a digitally driven world. Food has taken the center stage in the digital sphere, with audiences consuming plethora of food related content. Being a super entertainment show where competitiveness is at the fore elevating exciting culinary showcases, the exclusive digital offering expands on it with a multitude of curated content bytes and engagement avenues that pique audience interests and offer brands interesting opportunities to innovatively integrate their stories in an effective manner. We are thrilled to have Veeba join us on this powerful journey of connecting with foodies across the nation.
Veeba (flagship brand of VRB Consumer Products Pvt Ltd) founder & managing director Viraj Bahl: At Veeba, we’re thrilled to present and partner with MasterChef India this year. This collaboration reflects our passion for culinary excellence and innovation. The essence of MasterChef India seamlessly resonates with Veeba’s core values of fostering creativity and experimentation. It is an iconic platform for aspiring chefs across the country to showcase their talent, and we’re excited to inspire and empower their limitless imagination. Together, we embark on a journey to establish a new legacy—one that deeply resonates with budding chefs and food enthusiasts alike.
mSix&Partners India managing partner Subhamay Mukhopadhyay: We at mSix&Partners, are committed to innovation and solving business problems for our clients. There couldn’t be any other great opportunity other than MasterChef India for Veeba to address both awareness for their extended portfolios and engaging with the like-minded audiences at scale to drive consideration. We are designing bespoke solution which will resonate with the digital native aspiring chefs and co-creating industry-first in-show content disruption which will help the brand to stand out. We partnered with Veeba and MasterChef India to create an inspiring campaign that will help us to showcase multiple innovative ways of using range of Veeba products. We are more than confident that this partnership will captivate the audience, leaving an indelible mark.
Get ready to embark on a mouth-watering journey with MasterChef India, streaming soon only on Sony LIV!
Food
Rocky Singh takes Road Trippin to Uttar Pradesh for a flavour-packed season with an unexpected finale
The sixteenth season of the HistoryTV18 travel and food franchise rolls from Mathura to Lucknow before pulling a surprise detour to Chandigarh and Delhi
MUMBAI: Rocky Singh is back on the road, and this time Uttar Pradesh is the destination. Season 16 of Road Trippin With Rocky launches on 25th March on HistoryTV18 and across Rocky’s social media platforms, running through 31st March in what promises to be one of the more ambitious outings of a franchise that has quietly become one of Indian digital television’s most enduring food and travel properties.
The route this season threads through the heart of the state. The journey begins in Mathura, where Singh will visit local institutions Shankar Mithai Wala and Mittal Foods, before moving on to Agra. The city is better known for the Taj Mahal, but Singh is after its food trail, stopping at Gopal Das Petha Wala, GMB Gopika Sweets and Restaurant, and the irresistibly named Mama Chicken Mama Franky House. From Agra, the road leads to Kanpur, a bustling city with an underrated food scene, and then to Lucknow, the UNESCO Creative City of Gastronomy and the City of Nawabs, where the cuisine needs little introduction but Singh intends to show exactly what makes it tick.
And then comes the twist. Having reached Lucknow, the season does not end there. Singh unexpectedly turns north to Chandigarh, independent India’s first planned city, where he will explore how a leading university is shaping the next generation of hospitality professionals alongside the city’s iconic eateries. The journey concludes in Delhi, at its world-class airport, which the show frames as a reflection of the scale and ambition of modern India.
What began as a digital-first experiment has evolved, over 16 seasons, into one of HistoryTV18’s most commercially and creatively significant content franchises. The numbers are not modest. Road Trippin With Rocky has accumulated over 2 billion impressions and more than 570 million video views, built on a format that is spontaneous, mobile-first and designed for on-the-go viewing. Its tone has remained consistent enough to build a genuinely loyal following across YouTube, Instagram, Twitter and Facebook.
Sixteen seasons in, most travel food shows are running out of road. Singh appears to be finding new ones.
