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Tag: Veeba

  • Cooking up a storm: Celebrity MasterChef India on Sony LIV drives 2x subscription growth!

    Cooking up a storm: Celebrity MasterChef India on Sony LIV drives 2x subscription growth!

    MUMBAI: Sony LIV is serving up an irresistible culinary treat with the much-celebrated Celebrity MasterChef India, now streaming on the platform. A celebration of creativity, skill, and gastronomic excellence, this season takes the iconic format to new heights by bringing India’s favorite celebrities into the competitive cooking arena. Under the expert guidance of Chef Vikas Khanna, Chef Ranveer Brar, and host Farah Khan, these stars tackle high-stakes challenges to win hearts and claim the coveted title.

    This season of Celebrity MasterChef India has seen remarkable traction, registering a 13% growth in user base and a 26% increase in viewership. With watch time per user and subscriptions doubling, the show has firmly cemented its place as a fan favorite. A significant driver of this success is its high female skew, with 43% of the viewership being driven by female audiences.

    Adding to the grandeur of the show is a stellar lineup of sponsors who share a passion for quality and innovation. Veeba, as the Co-Presenting Sponsor, inspires culinary creativity. Joining the journey are ACKO, GI’s of India and Fortune Chakki Fresh Atta as Co-Powered Sponsors, with BSH Home Appliances stepping in as the exclusive Appliances Partner and Vinod Intelligent Cookware as Partner to elevate the cooking experience on Sony LIV. 

    These partnerships make Celebrity MasterChef India an inspiring journey where celebrities step out of their comfort zones, refine their culinary skills, and compete for glory under expert guidance.

    Comments

    Ranjana Mangla – Head Ad Revenue, Sony LIV

    At Sony LIV, we are dedicated to crafting extraordinary and immersive experiences, and Celebrity MasterChef India exemplifies this commitment. This season, we’ve partnered with visionary brands that share our passion for quality, innovation, and excellence—elevating the iconic MasterChef format to celebrate the love for food while delivering world-class entertainment. Food is more than just ingredients—it’s a cultural cornerstone that connects people across traditions and industries. Celebrity MasterChef India seamlessly integrates brands from diverse sectors, including BFSI, Consumer Durables, and Healthcare, offering a dynamic platform for meaningful collaborations. This season, we welcome an exciting mix of visionary brands driving innovation, thriving homegrown enterprises, and government initiatives that spotlight India’s rich heritage on a global stage. With a highly engaged, digitally savvy audience that values premium experiences and authentic storytelling, Celebrity MasterChef India creates impactful brand narratives that resonate deeply and leave a lasting impression.

    Viraj Bahl, Founder and MD, VRB Consumer Products (Veeba & Wok Wok) 

    We are delighted to collaborate with Celebrity MasterChef India once again. Cooking is an act of love and creativity, and great taste is the reward for that effort. Our endeavor is to empower our consumers to experiment fearlessly and bring their unique flavors to life—because life tastes better with Veeba. 

    Ashish Mishra, CMO – ACKO

    MasterChef India continues to inspire today’s audience to make informed, healthier choices, aligning perfectly with ACKO’s ethos of care, simplicity, and innovation. Our collaboration with MasterChef bridges the gap between healthy cooking and stress-free living, sharing mindful tips that show we genuinely care about our customers’ overall well-being.  With the show airing on Sony LIV, a platform renowned for its engaging and premium content, this partnership provides an excellent opportunity to amplify our message and drive meaningful connections with our audience.

    Shri Karan Thapar, Director – DPIIT

    The DPIIT values its partnership with SonyLIV’s MasterChef India, which aims to promote GI tag products. This collaboration is anticipated to elevate public consciousness regarding the cultural significance and inherent value imbued in these products due to their geographic origins. Furthermore, GI tagging facilitates the preservation of our country’s diverse geography, environmental conditions, and traditional practices – all of which contribute to the distinctiveness of these valued products.

    Celebrity MasterChef India streaming Monday to Friday at 8 PM on Sony LIV!

  • Veeba onboarded as MasterChef Indias co-presenting sponsor on Sony LIV

    Veeba onboarded as MasterChef Indias co-presenting sponsor on Sony LIV

    Mumbai: MasterChef India is gearing up to make a sizzling return exclusively on Sony LIV soon. The show has been a resounding success in its previous season with entire nation streaming the culinary extravaganza. As the anticipation builds for the upcoming season, Sony LIV is thrilled to unveil an exciting collaboration with Veeba, a beloved brand renowned for its wide range of sauces and condiments.

    As the co-presenting sponsor of MasterChef India, Veeba is set to showcase various usage of its products to curate exclusive delectable dishes. Veeba’s partnership with MasterChef India marks a significant milestone in drawing synergies between the brand and the content proposition. Veeba shares a common vision with MasterChef India to celebrate the art of gastronomy, empower culinary talent and inspire food enthusiasts.

    MasterChef India will soon return with celebrity chef Vikas Khanna, chef Ranveer Brar along with latest addition chef Pooja Dhingra. With their unparalleled expertise and refined palates, they will inspire contestants to push culinary boundaries. Just like the previous season, 16 dedicated cooks will fight tooth and knife in the iconic MasterChef kitchen to emerge as the ultimate MasterChef of the season.

    Sony LIV head ad revenue Ranjana Mangla: As MasterChef India embraces the digital-exclusive format, it ushers in a new era of entertainment that aligns with the preferences of a digitally driven world. Food has taken the center stage in the digital sphere, with audiences consuming plethora of food related content. Being a super entertainment show where competitiveness is at the fore elevating exciting culinary showcases, the exclusive digital offering expands on it with a multitude of curated content bytes and engagement avenues that pique audience interests and offer brands interesting opportunities to innovatively integrate their stories in an effective manner. We are thrilled to have Veeba join us on this powerful journey of connecting with foodies across the nation.

    Veeba (flagship brand of VRB Consumer Products Pvt Ltd)  founder & managing director Viraj Bahl: At Veeba, we’re thrilled to present and partner with MasterChef India this year. This collaboration reflects our passion for culinary excellence and innovation. The essence of MasterChef India seamlessly resonates with Veeba’s core values of fostering creativity and experimentation. It is an iconic platform for aspiring chefs across the country to showcase their talent, and we’re excited to inspire and empower their limitless imagination.  Together, we embark on a journey to establish a new legacy—one that deeply resonates with budding chefs and food enthusiasts alike.

    mSix&Partners India managing partner Subhamay Mukhopadhyay: We at mSix&Partners, are committed to innovation and solving business problems for our clients. There couldn’t be any other great opportunity other than MasterChef India for Veeba to address both awareness for their extended portfolios and engaging with the like-minded audiences at scale to drive consideration. We are designing bespoke solution which will resonate with the digital native aspiring chefs and co-creating industry-first in-show content disruption which will help the brand to stand out. We partnered with Veeba and MasterChef India to create an inspiring campaign that will help us to showcase multiple innovative ways of using range of Veeba products. We are more than confident that this partnership will captivate the audience, leaving an indelible mark.

    Get ready to embark on a mouth-watering journey with MasterChef India, streaming soon only on Sony LIV!

  • Veeba marks 10-year milestone with new packaging

    Veeba marks 10-year milestone with new packaging

    Mumbai: Veeba, India’s leading and rapidly expanding food brand, proudly marks its remarkable journey of ten years, characterised by unparalleled growth, relentless innovation, and resounding success. With a deep-rooted presence in over 700 cities across the nation and a diverse portfolio of over 330 products, Veeba has achieved a remarkable feat, approaching 1000 crore brand.

    Guided by the visionary leadership of Veeba founder and managing director Viraj Bahl the brand’s journey has been nothing short of extraordinary. Reflecting on this milestone, Bahl stated, “As we celebrate a remarkable decade of Veeba’s journey, we reflect upon the incredible milestones that have paved our path to success. From humble beginnings to becoming an almost 1000+ crore company, this journey has been nothing short of extraordinary. “

    He further added, “Our commitment to innovation and excellence has been the driving force behind our growth, and as we introduce new packaging designed to enhance the product experience, we’re adding yet another layer of value to our offerings. This milestone isn’t just about numbers but the passion, dedication, and collective effort of our 2000+ member team and partners and their unwavering support.”

    We are 10 and we are just getting started.

    With over 150,000 points of sale, Veeba has firmly established its presence as a frontrunner in the food industry. The brand’s commitment to quality control is evident through its state-of-the-art manufacturing facilities spanning over 500,000 sq. ft. across two plants in Neemrana and Keshwana, Rajasthan. A team of over 80 food technologists upholds the brand’s reputation for excellence. The brand’s R&D center in Gurgaon, housing a team of over 30 chefs and many food scientists, is responsible for driving culinary innovation.

    Veeba’s decade-long success is underpinned by crafting innovative products tailored to the Indian palate, achieving unprecedented growth, and commanding substantial market share across categories including salad dressings, mayonnaise, spreads, and culinary sauces. Anchored in meeting dynamic consumer preferences, Veeba steadfastly delivers offerings of the highest quality.

    In honor of this milestone, Veeba introduces a refreshed packaging design, simplifying product categorization and serving as a wellspring of culinary inspiration. The packaging heralds a new era of ingredient transparency, providing consumers with creative recipes and ideas. By scanning the QR code, customers unlock a treasure trove of recipes, elevating culinary experiences. The packaging prominently showcases ingredients, empowering informed choices.

    Further validating its reputation, Veeba has received the AmbitionBox #BestPlacesToWork in India Awards 2022 accolade. With unwavering dedication to innovation, quality assurance, and extraordinary growth, Veeba’s captivating product spectrum encompasses ketchup, mayonnaise, dressings, sauces, spreads, dips, nut butter, sweet toppings, and ready-to-cook sauces. Accessible through general trade, modern trade, and e-commerce channels, Veeba’s influence flourishes in the dynamic food industry landscape.

  • Veeba targets modern youth in first brand campaign

    Veeba targets modern youth in first brand campaign

    MUMBAI: Sauces, dressings and dips brand, Veeba, has launched its first national marketing campaign, with a strategy to align itself closely with the creativity in Indian kitchens under the strapline “Aaj Kya Khaoge?”

    Starring Amit Sadh and Shruti Seth in an endearing relationship, the campaign aims to inspire and capture the excitement of creating something new and ‘empower’ young Indians to be creative and experiment every day. The campaign was created in partnership with an integrated cross-agency, multi-disciplinary team of TapRoot Dentsu, and MSix.

    Set in a modern Indian context, the ads capture the friendly banter between husband and wife, father and daughter, and those moments of truth when you discover the difference that Veeba sauces have made to the meal. ‘Aaj Kya Khaoge’ is the governing thought behind Veeba’s new brand campaign and reflects the insight that there’s an innovator in every kitchen who is waiting for the right springboard and Veeba aims to be that enabler in every kitchen with its wide range of authentic tasting as well as better-for-you products that can unleash that creativity.

    VEEBA food services founder and MD Viraj Bahl says, “With Veeba every member of the family could cook and consume the food. One of the most asked question in every household is “Aaj Kya Khaoge?” and our wide range of tasty products aim to answer just that. We have a product for every mood and occasion. Even though we are relatively new in the retail space, the response to our products has been overwhelming. Buoyed by this love and appreciation, we felt it was the right time to invest in increasing the brand awareness and recall, creating a platform for future growth.”

    Taproot Dentsu creative head Titus Upputuru adds, “Kitchen is the new playground. Men and women are increasingly finding joy in being creative with food. This is where we found the sweet spot for Veeba’s first television campaign.”

    mSix India leader Saket Sinha says, “As the media agency on record for Veeba, mSix is planning to engage consumers with various touch points across a multi- channel integrated campaign. With our deep understanding of the brand and data to support our inference, mSix is rolling out a sharp targeted content driven media campaign that has been created panning across TV, digital and cinema over the next two months. We will put our best to deliver the desired outcome for Veeba.

    The campaign has four creative expressions and will be aired across multiple genres such as GEC, English entertainment, movies, music and kids networks.