ITC Master Chef Creations has relaunched its gourmet mutton festival Jashn-E-Gosht, a 45-day celebration of hyperlocal mutton recipes, now available across five Indian metros. Running from July 1 to August 15, the festival is live on food delivery platforms Swiggy and Zomato in Bengaluru, Hyderabad, Chennai, Mumbai, and Pune.
This year’s menu draws heavily from India’s regional culinary diversity, with a line-up that includes Bengal’s slow-cooked Kosha Mangsho, Bihar’s smoky Champaran Mutton, and Punjab’s comforting Rogan Josh. According to the brand, each dish has been curated and elevated by ITC chefs to deliver gourmet experiences rooted in traditional cooking techniques.
To further drive awareness and cultural relevance, ITC Master Chef Creations has partnered with the upcoming Bollywood film Metro… In Dino as its “Official Gourmet Food Partner.” Directed by Anurag Basu, the musical drama features an ensemble cast including Sara Ali Khan and Aditya Roy Kapur and is scheduled for release on July 4.
As part of the collaboration, the brand recently hosted the film’s cast and crew at ITC Green Centre in Bengaluru. The event featured a live cooking session with the actors preparing select dishes from the Jashn-E-Gosht menu. Singers Raghav Chaitanya and Shashwat Singh, also part of the movie’s soundtrack, performed live for the audience, adding to the cultural connect of the campaign.
By associating with Metro… In Dino, ITC aims to position its premium food delivery experience as part of modern, urban storytelling—targeting audiences who value both cinematic narratives and curated dining.
The campaign also marks ITC’s continued strategy of building its Master Chef Creations line through direct-to-consumer channels and high-engagement partnerships.
Speaking on the launch, Rohit Bhalla, Vice President & Business Head, ITC Foods – Tech, said, “With Jashn-E-Gosht, we aim to deliver not just authentic Indian mutton dishes, but also elevate everyday dining into a celebration through a gourmet lens. With this edition, we are much more excited as we take a step further by collaborating with Metro…In Dino, a film, that much like our food, captures the emotions and experiences across urban India. At ITC Master Chef Creations, our focus remains on building a brand and being committed to delivering dishes that resonates culinary integrity and turns everyday dining into something memorable.”