EU Food Takes Centre Stage on MasterChef India

As part of the “More Than Food India” campaign GOPA Com. has been implementing for 5 years , we partnered with the popular television show MasterChef India, bringing EU-certified ingredients directly into one of the country’s most influential culinary platforms. The collaboration connected millions of viewers with the quality, authenticity, and heritage of European food products through a creative cooking challenge.

What is the campaign about?

The “More Than Food India” campaign highlights the diversity and excellence of agricultural products from the European Union. Through events, media collaborations, and chef-led activations, the campaign aims to increase awareness among professionals and consumers about the quality, safety, authenticity, and sustainability of EU food and beverages.

By partnering with leading chefs and influential platforms, the campaign demonstrates how European ingredients can complement and inspire cuisines around the world.

Bringing European Ingredients to Indian Kitchens

The collaboration with MasterChef India was brought to life through the European Union Mystery Box Challenge, featured during the show’s finale week. In this challenge, contestants were presented with a curated selection of EU ingredients carrying Geographical Indications (GIs) from different regions across Europe.

Participants were tasked with creating dishes that blended European ingredients with Indian culinary creativity, demonstrating how traditional EU products can inspire new flavour combinations and innovative recipes.

Chef Ambassadors Leading the Challenge

The challenge was introduced by our campaign ambassadors Chef Ajay Chopra and Chef Guntas Sethi, who guided contestants through the experience and highlighted the stories and heritage behind European ingredients. Both chefs have played an important role in promoting EU food culture in India through the “More Than Food” campaign and various culinary events and initiatives.

Their involvement helped showcase how European ingredients can be integrated into contemporary Indian cooking while maintaining their authenticity and quality.

Reaching Millions of Food Lovers

With more than 80 million viewers, MasterChef India provides access to one of the country’s largest food-engaged audiences. Hosted by renowned chefs Vikas Khanna, Ranveer Brar, and Kunal Kapoor, the show is widely recognised as a trusted authority in culinary excellence.

By integrating EU ingredients naturally into the competition format, the campaign introduced European products to a broad audience in a high-trust and inspirational culinary environment, encouraging viewers to explore new flavours and cooking possibilities.