Brave Group has been appointed as the marketing agency for MasterChef South Africa Season 6, marking a significant milestone as the beloved cooking competition makes its debut on eTV in 2026. The appointment positions Brave Group at the forefront of one of South Africa’s most anticipated television events.
‘MasterChef South Africa represents everything we believe great storytelling should be: authentic, diverse, and deeply connected to the lived experience of South Africans,’ said Musa Kalenga, Chief Executive of Brave Group. ‘This is a show that celebrates craft in its purest form, the craft of cooking, yes, but also the craft of building dreams and forging new futures. At Brave, we approach marketing with that same reverence for craft.’
Kalenga emphasised that the appointment reflects Brave’s distinctive approach to integrated marketing. ‘We’re not just a creative agency, a technology hot shop, an experiential company, or a PR firm; we’re all of those things working in concert. Our diverse team brings together strategists, storytellers, technologists, and cultural architects. When you add our proprietary AI platform, FORGE, and the full spectrum of capabilities across House of Brave, BOLD, and Bravado, you have a marketing force that can operate at the speed and scale that a property like MasterChef demands.’
He continued: ‘What excites us most is the opportunity to connect MasterChef’s incredible stories with audiences who may be discovering the show for the first time on e.tv. Our technological prowess allows us to understand and reach South African audiences with precision, but it’s our cultural fluency that will ensure the campaign resonates authentically. When MasterChef South Africa says it’s ‘Made in Mzansi,’ we want every South African to feel that in their bones.’
BRAVE GROUP
https://bravegroup.co.za/
