GECs
Cello Butterflow announce collaboration with Sony’ ‘KBC-Juniors’
Mumbai: BIC Cello announced an exciting collaboration of its flagship Butterflow with Sony Entertainment Television’s game show Kaun Banega Crorepati Juniors (season 14) on Thursday. This partnership was a natural extension of Butterflow’s core proposition of championing the spirit of today’s youth and encouraging them to express themselves by “Write the Change You Want to See.”
Hosted by actor Amitabh Bachchan, Butterflow hampers will be presented to the young minds at the show by BIC Cello, aiming to foster creativity, expression, and change through the power of the written word.
As part of the agreement with Cello Butterflow, KBC Juniors announced a special three-week edition segment dedicated to young minds. Bachchan, the show’s host, related a true-life anecdote in which a single, sincere, handwritten letter from a young boy accelerated the completion of a bridge and ushered in a large-scale impact. Reinforcing the immense power of the voice of today’s youth, he shared the closely symbiotic relationship that the brand has with young minds. “Write the Change You Want to See,” Butterflow’s powerful message, hailed the power of expression brought about by the humble pen and was interspersed throughout each episode telecast.
Commenting on the partnership, BIC Cello general manager Manos Nikolakis said, “Through our products, we offer students the necessary tools to express themselves and reach their highest potential. Our partnership with Kaun Banega Crorepati spoke to Butterflow’s purpose and brought it to life. We were ecstatic about working with like-minded organisations that aim to help the upcoming generation as they write the change they want to see.”
Expressing his delight, Sony Pictures Networks India & Culver Max Entertainment head of ad sales, network channels Sandeep Mehrotra said, “KBC Juniors was a perfect fit for brand BIC Cello as it directly targets the young India who are drivers of the generations to come. We feel delighted to associate with the brand and deliver the right message and highlight the core brand value to our trusted partners. We at Sony Pictures Networks India look forward to a long-term association in the years to come.
GECs
Sony ties up with EU for MasterChef India finale
GI-tagged European ingredients headline finale week
MUMBAI: Sony Pictures Networks India has struck what it calls a landmark association with the European Union for the finale week of MasterChef India, marking the first such collaboration between the bloc and an Indian television format.
The tie-up will culminate in the “European Union mystery box challenge”, which opens the much-anticipated finale week. The task will see the top six contestant pairs cook with a curated basket of ingredients bearing geographical indications (GIs) from across EU member states: a nod to provenance as well as palate.
Chef Ajay and Chef Guntas, introduced as chef ambassadors to the European Union, will present the mystery boxes and set the brief: use the fewest ingredients from each category and produce a MasterChef-level dish that marries European produce with Indian flavour sensibilities. Precision and restraint, rather than extravagance, will be tested.
For Sony, the move signals a push towards high-value integrations that blur the line between sponsorship and storytelling. The network said the association underscores the show’s growing global stature and its ability to attract world-renowned institutions to Indian screens.
Chef Ajay Chopra, food ambassador in the European Union, described the collaboration as a strategic opportunity to spotlight the heritage and authenticity of GI-tagged European products to India’s vast food-loving audience.
Over the years, MasterChef India has positioned itself as a gateway to global cuisines. The EU partnership sharpens that pitch, turning the finale into a stage for cross-continental culinary diplomacy.
The finale week will air from 2 March, 2026 at 8 pm on Sony Entertainment Television and stream on Sony Liv.
