ITC Limited has launched two new television commercials for its frozen food brand ITC Master Chef under the campaign platform ‘Har Roz Kuch Special’. The campaign focuses on positioning frozen foods as convenient meal solutions that help consumers create restaurant-style dining experiences at home with minimal preparation effort.
The campaign taps into the increasing demand for quick and reliable food options among consumers managing fast-paced lifestyles. Through the communication, ITC Master Chef highlights how frozen snacks and ready-to-cook offerings can help consumers add variety and indulgence to everyday meals without extensive cooking time.
Built around the thought ‘Har Roz Kuch Special’, the campaign features two television commercials showcasing relatable household situations where routine meals are elevated through easy-to-prepare frozen food products. The communication aims to connect convenience with the aspiration for enjoyable and elevated dining experiences within modern households.
The first film centres on a familiar mealtime scenario where daily food routines begin to feel repetitive. The narrative demonstrates how ITC Master Chef Chicken Seekh Kebab can quickly transform the occasion into a restaurant-style spread while retaining convenience and ease of preparation. The film also highlights the product’s non-fried preparation approach.
The second TVC focuses on a more spontaneous setting where the protagonist balances everyday responsibilities while attempting to serve something different and appealing. In the film, ITC Master Chef frozen snacks become a quick solution for creating an indulgent meal spread within minutes, shifting the atmosphere from routine to celebratory.
Both films incorporate modern cooking methods such as air frying, microwaving and oven cooking, reinforcing the brand’s positioning around flexible and contemporary kitchen habits. The campaign communication also reflects the growing consumer preference for convenient meal formats that align with evolving lifestyles and cooking behaviours.
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.”
The campaign is being rolled out across television, digital channels, social media and OTT platforms to maximise reach among urban and digitally connected audiences. The communication strategy focuses on everyday relatability while positioning frozen foods as practical and premium meal options for modern consumers.
ITC Master Chef Frozen Foods currently offers more than 50 ready-to-cook snack options across vegetarian and non-vegetarian categories, including kebabs, patties, nuggets, seafood and finger foods. The products are available across retail outlets and quick commerce platforms.
