SPNI Partners with EU for MasterChef India Finale

Sony Pictures Networks India (SPNI) has partnered with the European Union for a challenge in the finale of MasterChef India.

The collaboration will be brought to life through the European Union Mystery Box Challenge, which will be the first challenge of the finale week. As chef ambassadors to the EU, Chef Ajay Chopra and Chef Guntas Sethi will present the top six contestant pairs with a mystery box comprising ingredients carrying Geographical Indications (GIs) sourced from various regions across the EU.

The MasterChef India finale week episodes are airing exclusively on Sony Entertainment Television and Sony LIV this week.

“Our association with the European Union marks a significant inflection point for MasterChef India,” said Akshay Agrawal, head of linear ad sales at SPNI. “It signals the growing global stature of the format and reinforces our ability to attract world-renowned institutions to India’s most premium culinary platform. At Sony Pictures Networks India, we are focused on building large-scale, high-value integrations that go beyond visibility and deliver cultural relevance. The collaboration with the European Union is a first-of-its-kind, reflecting the scale and ambition with which we are building this ecosystem.”

Chopra, food ambassador in the European Union, added, “Our collaboration with MasterChef India has been a strategic and exciting opportunity to engage directly with India’s vibrant food-loving audience. The show’s scale and credibility make it an ideal platform to spotlight the heritage, quality and authenticity along with Geographical Indications of products from across the European Union. This collaboration is a celebration of shared food cultures and a powerful way to strengthen connections through gastronomy.”