Who is the brand ambassador for Ching’s?

Ranveer Singh has been the brand ambassador for Ching’s since 2014.

What was the first campaign featuring Ranveer Singh for Ching’s?

The first campaign was 'My Name is Ranveer Ching', a musical ad released in 2014.

Which ad film was directed by Rohit Shetty?

'Ranveer Ching Returns', released in 2016, was directed by Rohit Shetty.

What is 'Captain Ching Rises' about?

It's a 2018 superhero spoof where Ranveer Singh saves the world after consuming Ching's Schezwan Chutney.

Who starred alongside Ranveer Singh in the Kurkure Chings Schezwan Chutney?

Sara Ali Khan joined Ranveer Singh in the 2025 campaign for Kurkure Chings Schezwan Chutney.

What makes Ching’s Secret's ads stand out?

heir ads blend Bollywood-style storytelling with humour and high production values, making them memorable.

Ranveer Singh and Ching’s Make Advertising Fun

What is Ching’s?

Indian company Ching's is well-known for their Desi Chinese cuisine. They have soups, chutneys, sauces, and instant noodles, among other things. People who like spicy and tangy meals love products by Ching's because they combine Chinese and Indian flavours. Young adults, college students, and families searching for wholesome, fast meals are the brand's primary target demographics. Many Indian houses love them because of their strong flavours and reasonable costs.

In the fiscal year 2022, Capital Foods, the parent company of Ching's, reported revenues of approximately Rs. 580 crore. This figure nearly doubled in FY23, reaching around Rs. 900-1,000 crore. The brand holds a dominant position in the Indian Chinese instant noodle market, with a market share of about 75-80%. The brand's success has attracted significant investment, with Tata Consumer Products acquiring Ching's for ₹5,200 crore in 2024.

Impact of Collaborating with Ranveer Singh

In 2014, Ching's partnered with Bollywood actor Ranveer Singh, marking a significant turning point in its marketing strategy. The collaboration began with the launch of a high-energy music video titled "My Name is Ranveer Ching," which showcased Singh's dynamic persona and the brand's vibrant image. This partnership proved to be highly effective. Following the campaign, Ching's product distribution expanded from 70,000 stores in August 2014 to 280,000 stores by December 2015, as per the study by Social Samosa. The newly launched Rs. 10 soup range gained rapid popularity, especially in states like Maharashtra and Gujarat, where it became the top-selling product in its category.

Ranveer Singh's involvement went beyond traditional brand ambassadorship. He actively participated in the creative process, contributing to the development of campaigns and ensuring they aligned with the brand's vision. This interactive approach helped Ching's create memorable advertisements that resonated with a broad audience. The collaboration's success led to subsequent campaigns, including "Ranveer Ching Returns" in 2016 and "Captain Ching Rises" in 2018, each further solidifying the brand's presence in the market.

In summary, Ching's strategic partnership with Ranveer Singh significantly boosted its market presence and consumer engagement, contributing to its impressive growth in the Indian food industry.

My Name is Ranveer Ching (2014)

This was a big Bollywood-style branded music video to launch Ching’s Instant Noodles. Ranveer plays a larger-than-life action hero, “Ranveer Ching”, in a war-torn dystopia, complete with song, dance and stunts. The ad (3 minutes long) was directed by Shaad Ali, starring Ranveer.

It ends with him feeding Ching’s “Desi Chinese” food to survivors, revealing the tagline “Desi Chinese, because Ching is King”. Ranveer’s over-the-top energy and the catchy “Manchow Rap” tune (by Shankar‑Ehsaan‑Loy) made it go viral. One report noted it racked up millions of views on YouTube within weeks. In short, it felt like a mini Bollywood blockbuster ad, and fans loved its high-energy drama and humour.

Story/Style: A dance number, Bollywood-stylised ad with Ranveer as the lead is exactly what you’d expect, full of energy, drama, and over-the-top fun. Picture Ranveer Singh in his full element, dressed in colourful outfits, breaking into high-powered dance moves with a group of background dancers, all set to a catchy tune.
Popularity: Huge hit online. The official video gained nearly 9 million views. Fans shared it widely, making it one of India’s most-watched ads that year.

The Power of Celebrity Endorsements

Ranveer Singh's vibrant personality has helped Ching's Secret achieve marketing success. His ability to bring energy and excitement into advertising has helped the brand's campaigns become memorable and highly discussed. This collaboration shows how celebrity endorsements can result in intriguing narratives that appeal to audiences.

So, would you like your next campaign to be as successful as Ching's? Team up with the celebrity who fits your brand vibe. The right face can spark attention, build trust, and take your brand to new heights. From finding the perfect match to managing the entire partnership, we handle it all. Let’s get started.

Ranveer Ching Returns (2016)

The sequel/campaign video to the first ad. In August 2016, Ching’s released an over 5-minute action-fantasy film directed by Rohit Shetty. Again starring Ranveer (as “Ranveer Ching”) with the new addition of Tamannaah Bhatia, it’s set in a post‑apocalyptic wasteland. Ranveer’s character surveys the ruins, rescues survivors, and feeds them Ching’s food. The video is styled like a big Bollywood action movie, complete with explosions, desert costumes and song breaks. It ends on a heroic note with the same line: “Desi Chinese, because Ching is King.”

Story/Style: A Mad Max‑style spoof. Ranveer Ching storms through a ruined city, battling enemies in dramatic slo-mo. Music and dance scenes punctuate the story, keeping it fun and tongue‑in‑cheek.
Popularity: The campaign generated big buzz. The video hit around 6.5 million YouTube views within days of launch. Over time it totalled about 25 million views. Viewers praised its spectacle and humour, and it was widely shared (it even got the hero treatment after a TV premiere on a comedy show).

Captain Ching Rises (2018)

A sci-fi superhero ad for Ching’s Schezwan Chutney. This almost-3-minute film (directed by Ali Abbas Zafar) casts Ranveer as Captain Ching, India’s first chutney-fuelled superhero. The story is over-the-top: the Earth is threatened by a speeding asteroid, and only Captain Ching can save the day. After sipping Ching’s Schezwan Chutney, Ranveer literally turns into a rocket and blasts into space to divert the meteor!

Actress Karishma Tanna co-stars as a fellow astronaut. The ad’s tagline is a cheeky slogan: “Chutney nahi, rocket hai rocket!” (roughly “It’s not just chutney; it’s rocket!”). The style is campy and crazy; think space suits, comic silliness and bold graphics. Social media noted its bizarre humour, and it was branded as a “desi-Chinese blockbuster” mini-movie.

Story/Style: A comic sci-fi adventure. Ranveer plays a superhero with chutney-based powers. The tone is playful and absurd.
Popularity: It created curiosity with teasers and strong branding (“Chutney nahi, rocket hai rocket!” became a meme). As per the report by Social Samosa, the video got 300,000 views in its first week. Longer-term, it has about 2.1M views online, less than the earlier Ching’s ads, but still a solid following given the niche product. Critics noted the campaign’s crazy-fun style was a hit with youth.

Ching’s Manchurian Noodles (2018)

In late 2018, Ching’s released a TV commercial for their new Manchurian-flavour instant noodles. This ad is shorter (around 40 seconds) and very whimsical. It opens in a normal home kitchen: a mother (played by Girija Oak) and her child are sitting at the table and the kid asks for something to eat. To which the mother replies, “wait, I’ll make those same boring noodles for you.”

Suddenly, Ranveer crashes down from above in a rocket suit, saying, “For how long will you be eating this boring noodle?” and tells them to try Ching’s Manchurian Noodles, shouting, “Maa kasam, mindblowing hai!” (“I swear, this is mind‑blowing!”) about the noodles. He then grabs the boy’s hand and “rocks him up to space”, literally flying them into orbit on a rocket after the first bite. The mood is fast-paced and zany.

Story/Style: Fast-food commercial style. Ranveer bursts into a home like a superhero, telling the mother and child to try new Ching’s Manchurian Noodles, announcing their deliciousness in a comical way.
Popularity: This short TVC was widely shared on YouTube and social media (the brand’s uploads amassed 19 million views on YouTube thanks to their humour). Fans loved the “mindblowing” catchphrase, and it reinforced Ching’s quirky, fun image.

Kurkure X Ching’s - Kurkure Chings Schezwan Chutney (2025)

The latest collaboration ads launched in Feb 2025. This is a joint campaign between Kurkure (snack chips) and Ching’s Secret, promoting a new Kurkure Ching’s Schezwan Chutney flavour. It stars Kurkure’s ambassador Sara Ali Khan and Ching’s ambassador Ranveer Singh together. The TVC is a playful, high-energy mini-movie (shot with cinematic flair) that plays on a classic Bollywood trope.

Concept: Two nearby towns, Kurkure-Garh and Schezwanpur, are always fighting with each other. Sara and Ranveer are in love, but their towns won’t let them be together; kind of like a funny version of Ranveer and Deepika’s movie RamLeela. In typical Bollywood style, things get loud and dramatic with big drums, flashy clothes, and over-the-top reactions as both sides gear up for a showdown. But in the end, everything cools down because of the new Kurkure Ching’s Schezwan Chutney flavour. It’s the perfect mix of Kurkure’s crunch and Ching’s spicy Schezwan sauce, and it brings everyone together.

Creative Execution: The ad’s creators leaned heavily into Bollywood drama. As Leo’s creative head, Vikram Pandey, said, they used the “warring villages” trope with “over-the-top drama”. The result is a colourful, filmic spot full of dance, mock fights, and comedic tension. (Even director Rohit Shetty helped tease fans ahead of launch with a cryptic “Biggest Love Story of 2025” teaser clip.) The music, action, and humour are bold and exaggerated, exactly matching the bold “chapata crunch” of the new flavour.
Popularity: This campaign is brand-new, but industry reports note it will air widely on TV and digital. Early press coverage highlights the fun rivalry concept and love with the chemistry of Ranveer vs Sara, predicting it will grab attention. Since launch, clips of the ad have been shared on social media, and fans have enjoyed spotting Ranveer’s catchphrases and Sara’s reactions.

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