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  • Planet over plastic: Brands leading the sustainability charge

    Planet over plastic: Brands leading the sustainability charge

    Mumbai: Plastic pollution poses a grave threat to our planet, affecting not only our environment but also the well-being of wildlife and human populations. Each year, approximately 10 million tonnes of litter, with 80 per cent of it being plastic, finds its way into our oceans and seas. These plastic products take hundreds of years to decompose, perpetuating their harmful impact. Single-use plastics, such as carrier bags, beverage bottles, coffee cups, and packaging, significantly contribute to this crisis. They are cheap, convenient, and disposable, but their environmental cost is staggering. Fortunately, campaigns around the world have raised awareness about plastic pollution and, in some cases, spurred action. However, the challenge lies in translating this awareness and concern into meaningful behavior change. To address this, we must learn from successful campaigns and adopt effective strategies to shift consumer behavior toward more sustainable choices. Whether initiated by manufacturers, foundations, non-profits, local governments, or international bodies, these campaigns focus on reducing single-use plastics and packaging. By understanding what works and avoiding common pitfalls, we can collectively combat plastic pollution and protect our planet for future generations.

    Here’s a list of some of the impactful initiatives by different brands to tackle plastic pollution.

    1.   Coca-Cola India: “World Without Waste”

    Coca-Cola India launched the “World Without Waste” initiative to collect and recycle the equivalent of 100% of its packaging by 2030. They focus on increasing the use of recycled materials in their packaging and promoting responsible disposal of plastic waste.

    Recently, Coca Cola India has introduced bottles made entirely from 100 per cent recycled polyethylene terephthalate (rPET), a first for the Indian beverage industry.

    https://www.coca-cola.com/gb/en/sustainability/this-is-happening/sprite

    2. The Body Shop’s CFT partnership with Plastics for Change

    With The Body Shop’s partnership with Plastics for Change, they are sourcing recycled plastic from marginalized waste pickers in India, providing fair wages and better working conditions. TBS sourced over 400 tons of recycled plastic for product packaging in 2021 (doubling this from over 200tons in 2020). They are further scaling up plastic recycling through their Activist Workshop store through the ‘RRR’ concept and the design where even the store fixtures are made from recycled and sustainable materials.

    https://www.thebodyshop.com/en-gb/packaging/community-trade-recycled-plastic/e00010

    3.  ITC Ltd:

    ITC’s flagship WOW programme is a public-private partnership with municipalities and communities that is turning once unsanitary waste threatened neighbourhoods into clean and healthy environments. A unique source segregation and collection pathway, WOW works towards a circular economy, one which re-consumes its waste.

    WOW’s recycling system

      . Waste Segregation by Households

     .  Preliminary Category-wise Segregation by Waste Collection Workers

     .  Sorting at Dry Resource Collection Centres (DRCCs)

     . Super Franchisees – Large-scale Waste Aggregators

    https://www.itcportal.com/sustainability/itcs-circular-economy-initiatives.aspx

    4.  Xynteo’s Waste No More programme

    In collaboration with the partners, Xynteo’s Vikaasa developed the Waste No More programme.  By building Islands of Excellence at the ward level, Waste No More demonstrates working models on plastic waste circularity. Each Island of Excellence focuses on:

    .   Strengthening waste management infrastructure

    .   Integrating the informal sector

    .   Educating and empowering communities, including children

    .   Strengthening the ecosystem by informing policy

    The programme’s first pilot kicked off in Mumbai in March 2020. D Ward, a municipal ward in the heart of Mumbai where a material recovery facility has been set up to collect and sort the incoming dry waste, connections have been established with the informal sector to create one unified supply chain and awareness campaign on responsible waste management has been launched to empower and integrate the communities.

      5. Adidas Primegreen and Primeblue sustainable technology

    Adidas has developed fabric technologies called Primeblue and Primegreen, which use recycled materials, including plastic waste collected from beaches and coastal areas. These materials are used in their sportswear and footwear collections, promoting sustainability in their products.

    This recycled high-performance material, made in part with Parley Ocean Plastic, is just part of their commitment to continue to innovate in the area of sustainability until they reach their goal of being completely off of virgin polyester by 2024.

    https://report.adidas-group.com/2020/en/at-a-glance/2020-stories/our-sustainability-initiatives.html 

  • Sunil Bharti Mittal, Prathap C Reddy & Amitabh Kant honoured at the Business Today MindRush & Best CEO Awards

    Sunil Bharti Mittal, Prathap C Reddy & Amitabh Kant honoured at the Business Today MindRush & Best CEO Awards

    Mumbai: Like every year, the Business Today MindRush and Best CEO Awards, a much-awaited event for India, recently concluded with much pomp and fervour, with the who’s who of India Inc. in attendance. Hosted by the India Today Group, the event serves as a pivotal platform for industry stalwarts, entrepreneurs, and thought leaders to converge, exchange ideas, and recognise outstanding achievements in business leadership.

    The annual event, known for its robust discussions on emerging trends and challenges in the business landscape, witnessed the captains of India Inc. across sectors coming together to share insights and experiences. This year’s BT MindRush was no exception. There were several thought-provoking sessions at the event. Hardeep Singh Puri, Union Minister for Housing & Urban Affairs and Petroleum & Natural Gas, said that the time had come for the Indian private sector to shed some of its inhibitions and to accept global challenges, which were “low-hanging fruit for them”.

    In another session, India’s G20 Sherpa Amitabh Kant said that the country could not only grow on the back of services. “It has to grow in manufacturing, services, sustainable urbanisation, and also agricultural productivity,” he said. Apollo Hospitals Enterprise executive vice chairperson Preetha Reddy said there was an urgent need to transform healthcare into a fundamental right, aligning it with education, while Bharti Enterprises chairman Sunil Bharti Mittal, in a message for young Indian entrepreneurs, said that India was a country of possibilities and opportunities. Federal Bank MD & CEO Shyam Srinivasan said that India was witnessing a Cinderella moment in terms of banking and economy, while ITC Ltd chairman & MD Sanjiv Puri, highlighted the resilience of India, adding that consumer demand should be back in a couple of quarters.

    The highlight of the event was the felicitation of this year’s awardees of the prestigious BT-PwC India’s Best CEOs ranking, where a distinguished panel of industry experts picked the winners awards after a rigorous process.

    This year, telecom tycoon Bharti Enterprises chairman Sunil Bharti Mittal, was honoured as the “Business Icon of the Year”, symbolising resilience and visionary leadership in the face of challenges. The jury also picked India’s G20 Sherpa Amitabh Kant as the “Impact Leader of the Year”, a special award underscoring his significant contributions to the country’s economic growth and global stature. Another distinguished awardee was healthcare pioneer Dr Prathap C Reddy. The visionary founder chairman of Apollo Hospitals was honoured with the “Lifetime Achievement Award” for his unparalleled dedication to healthcare and innovation.

    Winners were recognised across diverse sectors of Indian business, including infrastructure, healthcare, consumer goods, IT, energy, and more. The awardees included Kushal N Desai, CMD of APAR Industries, Satyanarayana Chava, founder & CEO of Laurus Labs, and Sunil Vachani, executive chairman of Dixon Technologies (India), among others. Meanwhile, Satish Pai, MD of Hindalco Industries, won in the category of super large companies; Sanjiv Puri, CMD of ITC Ltd for large companies; and Abhyuday Jindal, MD of Jindal Stainless, in the mid-sized category.

    The event also celebrated emerging companies and leaders who are shaping the future of the Indian business landscape. Naresh Jalan, MD of Ramkrishna Forgings, and Pradeep Gaur, CMD of RVNL, were among the distinguished awardees. Business leaders were also recognised for demonstrating exceptional leadership qualities and resilience. Patanjali G. Keswani, CMD of Lemon Tree Hotels, won the “Resilient CEO” award, while K.P. Ramasamy, Chairman of KPR Mill, received the award for “Glocal CEO”.

    Exemplary achievements in deal-making and disruptive innovation were recognised, with LTIMindtree CEO & MD Debashis Chatterjee, receiving the “Best Deal” award, while OfBusiness co-founder & CEO Asish Mohapatra won in the “Unicorn” category.

    India Today group chairman and editor-in-chief Aroon Purie also spoke on the occasion, outlining that while India had made progress on many fronts, there was more work to be done in moving from a regulatory mindset to that of facilitation. He lauded the efforts of the winners in creating enterprises that India can be proud of.

    The special issue of Business Today on India’s Best CEOs was also unveiled at the event.

  • IDS 2024: First-Party Data in a Cookieless World: The Future of Targeting and Measuring

    IDS 2024: First-Party Data in a Cookieless World: The Future of Targeting and Measuring

    Mumbai: The 18th India Digital Summit, hosted by IAMAI, delved into the intricate world of advertising and the martech industry, amidst the evolving landscape of data privacy regulations. Held at the Jio Convention Centre in BKC on 27 February 2024, the event brought together industry leaders to discuss the paradigm shift towards first-party data utilisation in a cookieless environment.

    Moderated by Vivek Malhotra from India Today Group, the panel comprised distinguished experts: Arnad Fraude from Nielsen, Shuvadip Banerjee representing ITC Ltd., Mohit Kumar of Havas Media Network India, and Shashank Srivastava from Maruti Suzuki India. Their insights shed light on navigating the challenges and opportunities presented by the changing digital ecosystem.

    In recent years, concerns over data privacy and the impending demise of third-party cookies have prompted a reevaluation of digital marketing strategies. The focus has shifted towards harnessing first-party data, which is collected directly from consumers through interactions with owned digital platforms. This transition heralds a more personalised and ethical approach to targeting and measuring campaign effectiveness.

    Fraude emphasised the importance of leveraging first-party data to gain deeper insights into consumer behavior while respecting their privacy. He highlighted the need for transparent data practices and emphasized the role of consent in data collection.

    Banerjee shared insights from ITC Ltd.’s journey towards building a robust first-party data infrastructure. He stressed the significance of data quality over quantity and advocated for investing in data analytics capabilities to derive actionable insights.

    Joshi said the role of creativity and innovation in crafting narratives that resonate with consumers in a cookieless world. He also said the need for collaboration between creative and data teams to deliver personalized experiences at scale.

    Srivastava provided perspectives from the automotive industry, highlighting the challenges of targeting niche audiences in a cookieless environment. He told that the importance of data partnerships and ecosystem integration in delivering seamless customer experiences across channels.

    Overall, the session underscored the pivotal role of first-party data in driving effective digital marketing strategies amidst evolving privacy regulations. As the industry adapts to a cookieless future, organizations must prioritize transparency, consent, and data stewardship to build trust and deliver value to consumers. 

  • ITC Sunfeast Baked Creations named official gourmet food partner for RCB Women’s T20 League 2024

    ITC Sunfeast Baked Creations named official gourmet food partner for RCB Women’s T20 League 2024

    Mumbai: ITC Sunfeast Baked Creations has announced its partnership with Royal Challengers Bangalore (RCB) as the official gourmet food partner for the Women’s T20 League 2024. This association isn’t just about cricket; it’s about creating a fusion of indulgence and excitement that will have fans cheering for more. Both brands have come together to celebrate the resilience and determination of women in sports.

    In a delightful twist of fate, both RCB and Sunfeast Baked Creations proudly sport the colour red as their signature hue, making this partnership a perfect blend of synergy and style. Sunfeast Baked Creations houses a delectable range of gourmet croissants, bagels and baked treats. This partnership will see the brand integrate seamlessly into the T20 sports ecosystem, offering the widest variety of heavenly croissants and pull-apart bagels during the tournament. With its delectable offerings, the brand guarantees to provide every cricket lover an experience of gourmet perfection.

    ITC Ltd business head Rohit Bhalla expressed his enthusiasm about the partnership: “We are incredibly proud to be associated with RCB. This isn’t just a partnership; it’s a celebration of the power of sports coming together with exceptional taste. At Sunfeast Baked Creations, we’re all about championing women’s success and providing them with the support they need to conquer the world – one delicious treat at a time. Through this partnership, we aim to provide players and fans with a truly delightful experience.”

    Royal Challengers Bangalore VP & head Rajesh Menon said, “We are delighted to welcome Sunfeast Baked Creations as our Official Gourmet Food Partner for this season. This partnership is a perfect synergy between two brands that share a passion for curated experiences and a commitment to creating memorable moments.”

    With its delectable offerings and commitment to quality, Sunfeast Baked Creations promises to be a delicious win for cricket fans, players and the sport itself.

  • ITC Sunrise Spices exhibits ‘Swaad Bihar ka’ through poetic renditions

    ITC Sunrise Spices exhibits ‘Swaad Bihar ka’ through poetic renditions

    Mumbai: In continuation of ‘Swaad Bihar ka’ campaign, ITC Ltd.’s Sunrise Spices announced collaboration with 14 spoken-word artists from Bihar. As part of the initiative, ITC Sunrise Spices will celebrate the region’s vibrant literary legacy with a series of 14 captivating videos that delve into the treasure trove of Bihari literature.

    Artists like Swastika Rajput and Anshuman Singh express their deep emotional ties through spoken-word poetry, while Priyesh Sinha brings humour to debunk stereotypes on regionalism. Sahil Kumar, through his commendable poetry, attributes his artistic journey to the cultural roots of Bihar. Together, these videos exemplify how the ‘Swaad Bihar Ka’ campaign has provided a platform for the artists to share their personal connections, reminiscing fond memories and experiences from their hometowns.

    Speaking about this initiative, Sunrise Spices business head Piyush Mishra said, “Bihar is known for its rich culture and heritage, and as a brand, we are identifying ways to create deeper connect with the region. ‘Swaad Bihar Ka’, is a tribute to the essence of Bihar, a journey that resonates with each Bihari’s soul. Our latest collaboration with talented spoken-word artists celebrates Bihar’s rich heritage and provides a platform to local artists to show their skills and share their heartfelt connections with the land they call home.”

     

     

  • ITC’s Sunfeast YiPPee and Bingo became the regional sponsor of AFA

    ITC’s Sunfeast YiPPee and Bingo became the regional sponsor of AFA

    Mumbai : In an recent move that is certain to delight football fans in India, Bingo! And Sunfeast YiPPee! from ITC Ltd have joined hands with the Argentine football association (AFA), as their official regional sponsor.

    The World Champion Argentina Football team enjoys huge fan following in India. The admiration for the team and game is significantly growing especially among the young audience. YiPPee! and Bingo! as youth-oriented brands, are all about fun, excitement, being playful, which beautifully resonates with the spirit of AFA.

    As part of this partnership, YiPPee! and Bingo! will harness the rich legacy of AFA to engage with consumers through a series of unique initiatives. Participants will have the chance to win match tickets, meet and greet team players, branded merchandise, memorabilia and much more. Further, through this association the brands aim to deepen their reach and offer unparalleled experience that celebrates the shared adoration for the sport.

    Celebrating the partnership, the respective brands unveiled exclusive packs featuring star players like Lionel Messi, Ángel Di María, Julián Álvarez and Emiliano Martínez, merchandise and memorabilia at an event held at ITC Sonar.

    Commenting on the exciting association, ITC Foods, vice president & head of marketing, snacks, noodles & pasta, Suresh Chand, said, “As brands, we are constantly pursuing innovative ways to connect with our audience. Our partnership with World Champion Argentina, is a testament to our continuous efforts to delight our consumers by offering them memorable experiences. Through this collaboration, we aim to elevate the fan experience and deepen our connection with consumers, offering them unique opportunities to immerse themselves in their beloved sport.”

    Echoing the excitement, Argentine Football Association chief commercial and marketing officer Leandro Petersen said, “We are thrilled to welcome Bingo! and YiPPee! as our regional sponsor in India. Football possesses the power to transcend borders and cultures, and we are confident that this collaboration will not only amplify the love for the sport in India, but also create unforgettable experiences for fans. Together, we look forward to crafting cherished memories for fans across India.”

    YiPPee! also launched a unique G.O.A.T (greatest offer of all time) promo, where participants will have to sign up for the contest and share their YiPPee! happy moment with the Argentina football players to receive personalised digital memorabilia and compete to win original autographed jerseys and several other AFA branded merchandise.

  • Classmate All-Rounder (CAR) embraces NEP’s vision in 2764 schools for holistic development

    Classmate All-Rounder (CAR) embraces NEP’s vision in 2764 schools for holistic development

    Mumbai: Classmate a notebook brand with unmatched product quality and a strong commitment to partnering with students in their journey of learning and development, today organized the annual Classmate All-Rounder National Grand Finale in Delhi. Bringing alive the Government’s New Education Policy 2020, Classmate Allrounder was conceived and designed as a multi-skill inter-school challenge and a credible accreditation platform for the holistic skill development of students.  In the 2023 edition, CAR was held over the last few months engaging 4.5 lakh students from 2764 schools, across 33 cities in the country.

    Academics, CBSE director Joseph Emmanuel, the torch bearer of the National Education Policy in schools across graced the event as the chief guest.  The occasion was also enriched by the presence of esteemed judges who have exhibited proficiency in diverse fields, such as Saina Nehwal (Former world no.1 Badminton player and currently training new talent), Swanand Kirkire (multi-faceted writer, actor, playback singer and 3 times National award winner) and Sangeeta Phogat (wrestler and dance show participant), who extended words of encouragement to all the finalists and winners.

    Aligned with the recommendations of the National Education Policy 2020, which emphasizes experiential, discussion-based, discovery-oriented, and enjoyable education, Classmate Allrounder aims to nurture students toward versatile skill development beyond academics. The CAR Platform, a novel Intellectual Property developed by Classmate, serves as a nurturing ground for school students to showcase multiple skills including general knowledge, writing, physical fitness, group discussion, public speaking, creativity and performing arts.

    The challenge consisted of competitions in these multiple skills conducted across three rounds—School, City and National Finals. After rigorous evaluation of these multiple skills, students were awarded All-rounder scores, which are national percentile-based scores. This system aims to motivate students to benchmark themselves against their peers, making the All-rounder score an aspirational achievement to include on their resumes. The program also introduces the Star School Rating, assessing schools based on overall student participation in the All-rounder event, individual student scores and school infrastructure facilities. It encourages schools to develop comprehensive infrastructure, fostering a culture of innovation, interactive learning, flexibility, and practical application.

    Speaking about CAR and the National Finale, ITC Ltd chief executive of the education and stationery products business division Vikas Gupta said, “I extend my heartfelt congratulations to all the winners of the CAR Challenge, and I wish every participant an educational journey filled with self-discovery, development of well-rounded capabilities and having a fulfilling learning experience. With a focus on these new ways of learning and recognizing students for their all-around accomplishments, along with rewarding schools that prioritize holistic development, Classmate Allrounder strives to establish an ecosystem where holistic development takes precedence. Classmate is dedicated to playing a key role in bringing the vision of the National Education Policy to fruition and fostering the comprehensive growth of students across India.”

    “The guiding motto of Classmate is “Enjoy Learning,” and we aspire to be a constant companion in the learning journey of India’s student population. Our commitment involves close collaboration with CBSE, ICSE, state and other education boards. Classmate is dedicated to celebrating students and recognizing the unique potential within each child,” Gupta added.

    Along with All Rounder, Classmate brings to life it’s motto of enjoying the learning and growth of students, through its entire range of other offerings, like Origami notebooks that encourage creativity and critical thinking, augmented reality notebooks educating students on important STEM concepts in an engaging immersive format, the Interaktiv Artscape, to let students unleash the true artist in them, and the new Myclassmate app, providing engaging games for skill development & capability-building.

  • Sunrise Spices celebrates Chhath Puja with a heart-warming regional music video

    Sunrise Spices celebrates Chhath Puja with a heart-warming regional music video

    Mumbai: ITC Ltd.’s Sunrise Spices, a spices brand in East India, recently, launched a unique range of spices “Swaad Bihar Ka” where the packs adorned exquisite  Madhubani paintings created by four local artists. The initiative was aimed to provide a platform to these talented women who used art to beautifully capture the culture of Bihar.  In continuation to the brand efforts to bring forward Bihar’s rich culture and to delight consumers during the festive days of Chhath, Sunrise released a heart-warming music video to celebrate the spirit of homecoming during the Mahaparv, continuing its journey to showcase “Swaad Bihar ka”.

    Sung by talented Bihari artists Shubhra Mishra, Nishita Jha, Saloni Bhardwaj and Shruti, the video captures a heartfelt appeal from a mother to her son, urging him to return to his home for the Chhath Puja celebrations. An emotional rendition of a mother’s yearning for her son’s homecoming for the festival, this soulful song beautifully reflects the essence of the Chhath festival and the emotions of aging parents longing for their children’s presence during the festive period. It also befittingly encapsulates the rituals, traditions and strong sense of community that make Chhath Puja unique.

    Sunrise Spices business head Piyush Mishra said, “Chhath Puja is a special occasion for Biharis worldwide; it is a tapestry that binds us to our roots. Through this special music video, we aim to bring to life the essence of homecoming during this revered festival and celebrate the cultural richness that Chhath Puja brings. At Sunrise Spices, we take pride in supporting local artists and celebrating the traditions and heritage of Bihar. This music video serves as a testament to our efforts of adding flavour to festive cooking and enhancing the flavour and spirit of festivities.”

    The music video has been released across Sunrise’s digital social media platforms,

     

     

  • ITC Sunrise Pure returns with Aajker Annapurna Season 3 in West Bengal

    ITC Sunrise Pure returns with Aajker Annapurna Season 3 in West Bengal

    Mumbai: ITC Ltd’s Sunrise Pure, the market leader in the branded spices category in West Bengal, is thrilled to announce the launch of Aajker Annapurna – Season 3, a culinary extravaganza that will be broadcasted on popular OTT platform – ZEE5. After two years of remarkable and consecutive success, Aajker Annapurna returns to rekindle the culinary passion and entrepreneurial aspirations of women in West Bengal.

    The campaign, centered around Sunrise Pure’s dedication to fostering entrepreneurial ambitions of women looking to establish culinary ventures, introduces a fresh element to the initiative. This year the brand anticipates over 20,000 entries from all over West Bengal.  Further to encourage participation, this year the registration process has been simplified with the help of a WhatsApp chatbot. The chatbot provides culinary enthusiasts with 900+ customized recipes. Participants are to use these recipes, prepare the dish and share pictures of their creations. In addition to this, with each prepared dish submission, participants will have the opportunity to earn Sunrise coins, a higher number of coins will increase their chance to qualify for the second round.

    Speaking about this initiative, ITC Ltd Sunrise business head Piyush Mishra said, “We are delighted to bring back Aajker Annapurna Season 3. The previous seasons’ achievements underscore Sunrise Pure’s dedicated support for empowering women in West Bengal, helping them turn their culinary talents into flourishing enterprises. This upcoming season is poised to deliver an even more magnificent culinary experience. The incredible feedback we’ve received thus far has been truly heartwarming, and we eagerly anticipate another year of success.”

    Participants can register by sending a text ‘Hi’ on ‘9433566414’, follow directions by the bot and submit their dishes for participating in Aajker Annapurna Season 3. Participants will earn ‘one’ sunrise coin per valid dish. Participants are required to earn as many coins as possible by the deadline to increase their chances of making it to the next round. The last date for submitting your entries is 22 November 2023.

    Those who qualify for the next rounds will be given culinary, audio video making and entrepreneurial training by experts at ITC hotel and their recipe videos will be featured on Sunrise’s YT channel. Participants will be judged on merit and creativity they showcase by a panel of experts. The winner of the contest will receive a cash prize of 1.5 lacs.

    In the previous season, the Annapurna team received over 10,000 entries. Shahala Ahmed, who won the title of ‘Aajker Annapurna’ is today a successful entrepreneur and runs her own business.

  • MasterChef India joins forces with leading brands for Sony LIV exclusive

    MasterChef India joins forces with leading brands for Sony LIV exclusive

    Mumbai: Over the years, MasterChef India has played an integral role in igniting the nation’s passion for food and culinary. In addition, the emergence of the digital age has fuelled the love for food across cultures and continents. Understanding the widespread reach, accessibility of digital platforms, and audience preferences, MasterChef India is now exclusively digital on Sony LIV. This season of MasterChef India captures the aspirations, dreams, and narratives of countless aspiring home cooks who are passionate about the culinary arts.

    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 is delighted to partner with esteemed sponsors who share the platform’s passion for culinary excellence. Veeba, a leading name in condiments and sauces, has come on board as the co-presenting sponsor and is set to showcase various usages of its products to curate exclusive delectable dishes, adding a dash of unique flavour to MasterChef India. The show is also co-powered by ACKO Health Insurance and Maggi Masala Ae Magic, who will have customized 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, further enriching the show’s flavour palette.

    Tune in to MasterChef India from October 16 only on Sony LIV!

    Comments

    Sony LIV head ad sales revenue Ranjana Mangla

    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.

    ACKO EVP marketing Ashish Mishra

    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.

    ITC Ltd COO, staples & adjacencies Anuj Rustagi

    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.

    KRBL Ltd head of marketing Kunal Sharma

    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.