Sony Liv offers unique content integrations for its MasterChef India sponsors

Understanding the widespread reach, accessibility of digital platforms, and audience preferences, MasterChef India is now exclusively streaming on Sony Liv.

Sony Liv said, “This strategic move not only signifies the show’s adaptation to changing viewer patterns but also opens a world of opportunities for advertisers to connect with their audience.”

Sony Liv has onboarded Veeba as the Co-Presenting Sponsor. Its products will be used in curating exclusive delectable dishes.

The show is also Co-Powered by Acko Health Insurance and Maggi Masala Ae Magic, which will have customised challenges in the show curated specifically to showcase their product offerings and usage.

Additionally, ITC Aashirvaad Atta, India Gate Basmati Rice, iD Fresh Food, Urban Company, and Welspun have stepped in as Partner sponsors, along with Dyson.

Ranjana Mangla, Head Ad Sales Revenue, Sony Liv, said, “Embracing the digital wave, MasterChef India is undoubtedly redefining culinary entertainment for viewers across the country. Each sponsor adds a unique flavour to the show, enhancing the experience for viewers. In this digital-exclusive format, where food meets fierce competition, we are showcasing exciting culinary skills and crafting engaging content bytes for an interactive experience. While we are cooking up a storm of innovation and entertainment, our sponsors are the secret ingredients that make it all possible.”

Ashish Mishra, EVP Marketing, Acko, said, “At Acko, we are disrupting the health insurance space and in MasterChef India we found the perfect partner to drive awareness about it. A healthy lifestyle starts with a healthy diet. We believe that MasterChef India has the power and reach to educate millions of Indians on how to cook and eat healthy. Acko “health ki baat” is the perfect device to deliver this.”

Anuj Rustagi, COO, Staples & Adjacencies, ITC, commented, “We are delighted to announce our association as partner sponsors with MasterChef India. The show stands for the best-in-class culinary experience created by handpicked chefs. Just like MasterChef contestants infuse their magic into traditional recipes, Aashirvaad Select Atta too is crafted using 100% Sharbati wheat sourced from select farms of Madhya Pradesh, providing consumers with the finest roti experience. This partnership perfectly reflects our shared values of pursuing excellence and pushing the boundaries of innovation. We look forward to seeing how these talented contestants use their creative minds and Aashirvaad Select Atta to bring together innovative and delicious dishes every day.”

Kunal Sharma, Head of Marketing, KRBL, added, “Our continued partnership with MasterChef India is a testament to our commitment to excellence. As the 'Masters of Basmati,' this partnership is as perfect as the ‘Winning Recipe’ – A symphony of flavours, authentically prepared & beautifully served. In this alignment with MasterChef India on Sony LIV, we are also strategically leveraging the expanding OTT landscape to foster a more profound connection with our consumers, ensuring our brand thrives in their hearts and homes.”

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