ITC Master Chef has launched a new campaign titled ‘Har Roz Kuch Special’, aimed at highlighting the role of frozen and ready-to-cook food products in everyday meal occasions.
The campaign comprises two television commercials focused on changing food consumption habits among urban consumers, where convenience, speed and variety are increasingly influencing meal choices.
Through the films, the brand positions its frozen snacks and ready-to-cook range as options that can help consumers create restaurant-style meals at home with minimal preparation time.
The first TVC centres on a routine mealtime setting and showcases ITC Master Chef Chicken Seekh Kebab being used to prepare a quick, non-fried meal spread. The second film focuses on spontaneous meal planning, where frozen snacks are presented as a convenient solution for serving varied food options with limited effort.
Both films also highlight cooking methods such as air frying, microwaving and oven cooking, reflecting changing kitchen preferences and the growing adoption of appliance-led cooking formats.
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.”
He added that the brand aims to address evolving consumer preferences for quick meal preparation without compromising on taste or quality. The frozen snacks portfolio includes vegetarian and non-vegetarian products designed for preparation through microwave ovens, air fryers, ovens and deep fryers.
The campaign is being rolled out across television, digital platforms, social media and OTT channels.
