Celebrity MasterChef

Celebrity MasterChef India is the celebrity edition of the globally acclaimed MasterChef franchise, combining competitive cooking with entertainment through a cast of well-known personalities, celebrated chefs, and high-profile guest appearances. As one of Sony Entertainment Television's flagship reality properties, the show brought together culinary excellence and celebrity-driven storytelling to engage audiences across television and digital platforms. As Channel Marketing Manager, I led the integrated marketing strategy across television, digital, social media, creator collaborations, and on-set activations, transforming each episode into a continuous multi-platform conversation that maximized audience engagement and cultural relevance.

Launch and sustain excitement for a daily reality format by driving appointment viewing, transforming every episode into social-first content, executing one of Sony's largest creator campaigns, and coordinating multiple stakeholders across television and digital.

• Campaign planning and leadership
• Content planning and editorial strategy
• Audience research and optimisation
• Creator marketing at scale
• Cross-functional collaboration
• On-set marketing execution

• Integrated television + digital marketing
• Creator-led amplification across an 800+ creator ecosystem
• Weekly editorial planning synced to broadcast
• Audience insight-driven optimisation
• Platform-specific content strategy and real-time content marketing

• Built weekly content calendars and aligned programming and production with marketing priorities
• Briefed agencies and managed creator execution end to end
• Coordinated on-set shoots and packaged assets
• Published across platforms and optimised campaign performance

Content deployed across Instagram, Facebook, YouTube & X

Every content format was strategically adapted and distributed across all major social platforms to maximize reach, engagement, audience participation, and real-time conversation throughout the season.

The campaign delivered 904M+ views and 623M+ reach, activated 800+ creators generating 15.2M+ creator reach and 12M+ creator views, and turned every episode into a multi-platform audience experience.

• Social-first storytelling extends television content well beyond the telecast
• Audience insights meaningfully improve optimisation
• Large-scale creator campaigns require strong planning and coordination
• On-set collaboration enables authentic promotional storytelling
• Cross-functional alignment is essential for integrated entertainment marketing