GECs
Vinod Cookware joins Celebrity MasterChef as co-powered sponsor on Sony TV
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.
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
