MUMBAI: Stirring up the pot this festive season! Vinod Intelligent Cookware is turning up the heat on regional engagement by partnering as co-powered sponsor of Rasoi, Colors Gujarati’s long-running cooking show. The collaboration kicked off on 1 October 2025 and will span 158 episodes, running through the festive season.
The integration brings Vinod’s flagship range: pressure cookers, kadhais, frypans, tawas, and steamers, front and centre. From logo placements and anchor mentions to in-content integration and strategic product placements, the brand ensures viewers get a full helping of visibility throughout the campaign.
Rasoi, a cultural mainstay for over 20 years with more than 6,600 episodes and 20,000 recipes aired, is hosted by Dhvani Trivedi, Harsh Bhatariya, Riya Makwana, and Rudra Tumdi. The show blends authentic vegetarian recipes with modern, healthier twists, making it an ideal platform for Vinod Cookware to connect with Gujarati households during the festive season.
Vinod Cookware India managing director Sunil Agarwal said, “Partnering with a culturally trusted show like Rasoi allows us to showcase our product innovations while engaging deeply with regional households. It reflects our strategy of blending tradition with modern cooking solutions, ensuring healthier and more enjoyable meals.”
Network Advertising president-media Priya Jacob added, “This partnership is about more than presence; it is about connecting with families through a show they trust, creating meaningful brand engagement and reinforcing Vinod Cookware’s authentic identity.”
The move adds to Vinod Cookware’s impressive portfolio of partnerships, which includes Masterchef India, Kaun Banega Crorepati, and regional collaborations with Zee Marathi and Amrita Television. Its ongoing digital campaigns have also garnered over 170 million views, demonstrating the brand’s strength across platforms.
Founded in 1962 by Rajeram Agarwal, Vinod Intelligent Cookware is a leading manufacturer of premium stainless-steel cookware, with 400 plus products and a global presence since 1990. Known for hygienic pressure cookers and innovative solutions, the brand continues to blend tradition with modern technology to cater to evolving Indian kitchens.
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