Association marks a six-month partnership that began on January 17, integrating Vinod Cookware into the heart of the show’s comedy-led cooking format on television and OTT
Mumbai, January 20, 2026: Vinod Intelligent Cookware has announced its association as the Co-Powered Sponsor of JioStar’s homegrown culinary comedy reality show Laughter Chefs Unlimited Entertainment, airing on COLORS and streaming on JioHotstar. The six-month association, which commenced on January 17, positions Vinod Intelligent Cookware as the official cookware partner of the show, reinforcing the brand’s focus on making cooking a joyful, effortless, and shared experience for Indian households.
Currently in its third season, Laughter Chefs airs every weekend at 9:00 PM IST, featuring a distinctive format that blends cooking with comedy-led entertainment. Hosted by Bharti Singh alongside celebrity chef Harpal Singh Sokhi, the show brings together a rotating lineup of celebrity participants and special guest appearances, offering light-hearted cooking challenges, unscripted humour, and high family engagement. As part of the association, Vinod Intelligent Cookware is seamlessly integrated into the show’s narrative through on-screen branding, dedicated product visibility, and exclusive kitchen usage.
As a Co-Powered By partner, Vinod Intelligent Cookware is showcasing its extensive product portfolio on the show, including its stainless-steel range, pressure cookers, Platinum SAS Metal and SAS Pro ranges, Legacy cast-iron cookware, and the Ferona range. All cookware used during cooking tasks is from Vinod Intelligent Cookware, supported by a dedicated Vinod Intelligent Cookware–branded rack within the kitchen setup. The integrations are designed to be organic and task-led, highlighting key product USPs while aligning naturally with the show’s entertaining and unpredictable format.
“Cooking today is more than a daily routine—it is a shared experience that brings people together,” said Mr Sunil Agarwal, Managing Director, Vinod Intelligent Cookware India Private Limited. “Laughter Chefs perfectly reflects this philosophy, celebrating cooking in an environment filled with laughter, spontaneity, and joy. Through this association, we aim to showcase how Vinod Intelligent Cookware enables smarter, stress-free cooking, even in the most dynamic kitchen environments.”
“Laughter Chefs Unlimited Entertainment continues to be one of India’s most loved reality shows, driven by its strong cultural connect around family, fun and food. Our focus remains on building authentic, content-led brand integrations that add to the storytelling while delivering meaningful value to advertisers. We are delighted to associate with Vinod Intelligent Cookware, a brand that fits naturally within the show’s universe,” said a JioStar spokesperson.
This collaboration is part of Vinod Intelligent Cookware’s broader marketing and media strategy focused on high-impact, content-led integrations that deliver sustained brand visibility and relevance. By investing in marquee entertainment properties with strong family co-viewing and weekend appointment viewing, the brand is shifting from conventional advertising to immersive, context-driven brand presence. The association with Laughter Chefs reflects Vinod Intelligent Cookware’s intent to leverage entertainment as a strategic media vehicle—using credible product usage, long-format integrations, and mass-reach platforms to reinforce consideration, salience, and modern brand relevance in an increasingly competitive cookware category.