Sridevi makes crave-cooking easier with Ching’s Special Masalas!

Ching’s Secret introduces a new range of exciting Ready-Mix Masalas. With some cool moves and a flamboyant personality, cool mom Sridevi is the face of this exciting campaign. The brand has shaped this further with the launch of three television commercials, conceptualised and executed by GREY group India and Yashraj films.

The brand-new Ching’s Secret Ready-Mix Masalas are available in three delightful flavours; Schezwan Fried Rice Masala, Paneer Chilli Masala and Chowmein Hakka Noodles Masala. All three variants have been crafted using signature Indian and Chinese herbs and spices. The masalas are available exclusively at a price of INR 10 (20g) and INR 40(50g).

In 1996, Capital Foods was the first food brand to spot a special culinary connection that all Indians shared – and created a unique cuisine called Desi Chinese. Ching’s Secret is a brand that specifically caters to the ever-growing Indian demand for Desi Chinese by offering a wide variety of food products.

Talking about the launch, Ajay Gupta, Managing Director, Capital Foods said, “At Ching’s, we aim at offering our discerning consumers, home cooked Chinese cuisine which comforts the Indian palate. We are happy to introduce new Ready-Mix Masala products with Sridevi, which easily replicate fast food joints’ recipes. A large number of Indian consumers expect Chinese flavours to be an embodiment of regional dishes in home dining. Consumers can now enjoy the authentic taste, without compromising on the desiness they’ve grown to love through our unique brand experience”.

Ching’s success is attributed to the fact that it understands what mothers want. It has created solutions to deal with leftovers, unexpected visitors and anytime hunger pangs with a repertoire of quick and tasty snacks. The campaign thought says it all; ‘Sabse easy khaana, Ching’s Desi Chinese hai banana’.

On the choice of selecting Sri Devi as the endorser, Ajay Gupta also added that, “"Ching's Secret has a magical proposition of creating authentic Desi Chinese dishes to comfort the Indian palate. Sridevi with her irreverent attitude and charm is the perfect personality to collaborate with us in bringing excitement and delight at the dining table. The film plays well around using a celebrity and brand in a seamlessly integrated story platform in a true blockbuster style".

Sunil Lulla, Chairman and Managing Director, GREY group India said, “This campaign with superstar Sridevi brings in the spice with her characters she shares with mom the ways to swings it, as a super mom, Bollywood style”

While one avatar of Sridevi is cool and constant in all three films, the other roles played are of damsels in distress, unable to make quick dishes with cool Sridevi coming in as a saviour for them at the right time. The three campaigns have her playing edgy roles including that of a cool Punjabi Dolly Dingra acing ‘Chinese Chowmein’, distressed Bihari wife Shakuntala Devi cooking Chilli Paneer for her husband and grace his taste buds with authentic tasting dish and the last one, Gujarati Anju Ben saving the day by giving the leftover rice from the day before; a makeover of taste and look with Ching’s Secret Rice Masala.  

Enjoy the videos here to zing up your food tonight-