MasterChef India is returning to Sony LIV with a fresh season, introducing a Jodi-based format where 12 pairs of contestants compete together. The season marks the return of original judges Vikas Khanna, Ranveer Brar, and Kunal Kapur, while continuing to showcase regional micro-cuisines and heritage recipes, keeping the spotlight on India’s rich culinary traditions.
The new season brings a strong lineup of brand sponsors spanning food, home, kitchen, and consumer categories. Veeba (VRB Consumer Products) comes on board as a co-presenting partner, while IKEA India and Fortune Chakki Fresh Atta (AWL Agri Business) join as co-powered partners. Other sponsors include Kohler, Catch (DS Group), and Vijay Sales, reflecting the show’s growing appeal as a platform for integrated brand storytelling.
The Jodi-based format opens new avenues for collaboration between the show and its brand partners, allowing sponsors to embed themselves meaningfully in the narrative. According to Ranjana Mangla, EVP & Head of Ad Revenue – Sony LIV, MasterChef India provides a “powerful, immersive brand integration ecosystem” where partners actively participate in storytelling rather than just associating with the show.
Viraj Bahl, founder & MD of Veeba, added that the partnership resonates with the show’s focus on collaboration: “Meaningful outcomes come from working together with intent and effort…this partnership continues to feel natural to us.”
The season streams Monday to Friday at 9 pm on Sony LIV, offering brands a high-engagement platform to connect with audiences through culturally relevant narratives and immersive integration opportunities.
