ITC Master Chef Frozen Snacks staged a soulful virtual event ‘Jugalbandi’

ITC Master Chef Frozen Snacks recently hosted Jugalbandi, an experiential virtual rendezvous combining the fusion of food and music. The event took place on ITC’s own indigenous Digital Activation Platform – ITC Connect (, that hosts interactive events for its consumers. The initiative showcased soulful music and delectable flavors coming togther to create a unique symphony. The occasion witnessed an audience of 20,000+ viewers, and saw an engaging line up of celebrity singer Kunal Ganjawala and his mentees entertaining the audience with choicest Bollywood numbers while ITC Hotels’ Executive Chef Gaurav Singh  showcased their cooking skills, respectively.

During the three hour long event, talented aspiring singers including Zubin Paul, Huyana, Akash Singh, and Amrapali Shinde, had a fierce but friendly competition amongst each other to keep the audience entertained. While everyone was enjoying the music, master chefs from ITC Hotels - Chef Ruby Islam, Chef Swanand Thipsay, Chef Deepthi Joji, and Chef Aldrich Kanchan - participated in a live cooking session and plated multiple flavourful cuisines using ITC Master Chef Frozen Snacks. Celebrity singer Kunal Ganjawala and Chef Gaurav Singh were seen supporting their respective teams  and evaluating their performances.

The idea of Jugalbandi was to create an immersive experience for the audience that involved entertainment and gave the brand a chance to promote its products. Viewers got a chance to win vouchers to shop on ITC’s D2C store ( and had the opportunity to purchase  products during the event.  ITC Connect ensured a unique Live Commerce experience during the event as a part of its 360 degree communication strategy.

Commenting on the event, Shuvadip Banerjee, Chief Digital Marketing Officer, ITC Ltd., said, “This experiential event was our endeavour to connect with our consumers and entertain them. We have always strived to reach out to our audiences through unique and interactive platforms/channels. Music and Food are universal conversation starters that effortlessly resonate with everyone and we at ITC Ltd. look forward to integrate them in ways that would appeal to our audiences.”




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