The appointment positions Brave Group at the forefront of one of South Africa's most anticipated television events, says the group.

"MasterChef South Africa represents everything we believe great storytelling should be: authentic, diverse and deeply connected to the lived experience of South Africans," says 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 emphasises 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."

Kalenga adds, "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 eTV. 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."

From 2026, viewers will be able to watch all the culinary drama unfold every Sunday at 18:00 on eTV, with additional screenings on eReality and eExtra, says the group.

The previous season of MasterChef SA delivered unforgettable moments and changed lives, with Bridget Mangwandi making history as the youngest winner and the first black woman to hold the title, a powerful reminder that the show is more than a competition; it's a launchpad for dreams, adds the group.

MasterChef Season 6 promises to continue that legacy, showcasing the bold, diverse and proudly local talent that makes South Africa's food culture unlike any other, adds the group.

Brave Group's appointment encompasses the full spectrum of marketing responsibilities, leveraging the company's integrated capabilities across advertising, public relations, experiential marketing and digital innovation. The campaign will utilise FORGE, Brave's proprietary AI platform, to deliver data-driven insights and precision targeting whilst maintaining the authentic, culturally grounded storytelling for which both MasterChef SA and Brave Group are known, says the group.

As South Africa prepares to welcome MasterChef home to eTV, viewers are encouraged to follow all MasterChef social channels and watch this space for campaign announcements leading up to the 2026 premiere, concludes Brave Group.

For more information, visit www.bravegroup.co.za. You can also follow Brave Group on LinkedIn, X, Instagram, or on TikTok. 

*Image courtesy of X