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.
GECs
Samsung TV Plus launches Kings of Comedy channel
New free FAST channel brings iconic Hindi comedy shows to millions of Samsung Smart TV owners.
MUMBAI: Samsung TV Plus has just turned up the laughter volume and it’s completely free. The leading free ad-supported streaming television (FAST) service in India has launched Kings of Comedy, a premium comedy channel featuring some of the country’s most beloved primetime shows. Available exclusively on Samsung TV Plus, the channel delivers back-to-back hits including Comedy Nights with Kapil, Khatra Khatra Khatra, and Comedy Nights Bachao, with no login or subscription required.
The launch marks a milestone for free streaming in India, offering audiences a dedicated comedy destination directly from their Samsung TV home screen. It arrives as Samsung TV Plus India celebrates its 5th anniversary, during which the service has grown its monthly active users by 42 per cent and more than doubled its total viewing hours. The platform now offers over 180 free channels across 14 languages.
Samsung TV Plus India general manager and head of business development Kunal Mehta said, “Comedy is the heartbeat of Hindi entertainment, and Kings of Comedy brings together the shows Indians already love, completely free on their Samsung TV. Our focus remains the same take the content people know and make it effortless to access.”
Globally, Samsung TV Plus has surpassed 100 million monthly active users across more than 4,500 channels, solidifying its position as one of the world’s leading free streaming services.
Kings of Comedy is now available on all compatible Samsung Smart TVs. For viewers seeking non-stop laughter without any cost, this new channel delivers a royal treat proving that sometimes the best entertainment really does come with no strings (or subscriptions) attached.
