ITC’s ITC Master Chef has launched a new TVC campaign built around its latest proposition, ‘Har Roz Kuch Special’, highlighting how consumers can turn everyday meals into restaurant style experiences at home using ready to cook frozen food products.
The campaign focuses on the increasing demand for convenient meal solutions that offer taste, variety, and ease of preparation for consumers managing fast paced lifestyles. Through the campaign, the brand positions its frozen snacks and ready to cook range as products that help simplify meal preparation while delivering indulgent food experiences.
The campaign includes two TVCs centered on everyday meal situations. The first film showcases a routine mealtime scenario where Chicken Seekh Kebab from ITC Master Chef is used to create a restaurant style spread at home with minimal preparation. The film also highlights non fried cooking options and focuses on convenience driven cooking methods.
The second TVC follows a setting where the protagonist is managing daily responsibilities while trying to serve something different and special. The film presents ITC Master Chef frozen snacks as a quick meal solution that can help create an indulgent spread within minutes. Both films showcase preparation methods such as air frying, microwaving, oven cooking, and deep frying, reflecting changing cooking preferences among urban consumers.
According to the brand, the frozen snacks portfolio includes vegetarian and non vegetarian ready to cook products prepared under hygiene and quality standards. The products are designed for use across modern kitchen appliances including microwaves, ovens, and air fryers. The campaign is being rolled out across television, digital platforms, OTT channels, and social media platforms.
Speaking on the new communication, Ashu Phakey, vice president and business head – frozen and fresh foods, ITC Limited, said, “With ‘Har Roz Kuch Special’, we want to expand the role of frozen foods beyond occasional snacking into everyday meal moments at home. As lifestyles continue to evolve and routines shift, we see a growing demand for convenient, high-quality food solutions. ITC Master Chef enables consumers across age groups and household types to effortlessly elevate their daily meal with a promise of great taste, convenience, and trusted quality.”
