Mumbai: Chinese food in India bears little resemblance to the authentic cuisine of China. Indians are exposed to Desi Chinese cuisine through street stalls and fast food joints, where the use of condiments like garam masala is what gives Indian Chinese that special robust, spicy flavour.
Yet street food Chinese has been difficult to replicate at home. It lacked a certain zing and fieryness. Until now.
Ching’s Secret from Capital Foods has created a range of Desi Chinese masalas so consumers can prepare their favourite Desi Chinese dishes such as Paneer Chilli, Schezwan Fried Rice etc. at home without compromising on the taste they’ve grown to love. The brand has roped in actress Sridevi, who plays a double role in three different television commercials, conceptualised and executed by GREY group India and Yashraj Films.
Ajay Gupta, Managing Director at Capital Foods Limited says, “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 tense women who are unable to make quick dishes with cool Sridevi coming in as a saviour for them at the right time.
Campaign 1 – Dolly Dingra: This audio visual spot opens with the cool Sridevi narrating The Punjabi Sridevi aka Dolly Dingra’s problem. Dolly Dingra is seen cribbing about her husband’s uncle who has come from abroad and has asked her to prepare Chinese Chowmein. She gets tense and thinks about ordering from a food app. In comes cool Sridevi’s solution of making Chowmein with Ching’s Secret Masala and she prepares it. Dolly Dingra asks the cool Sridevi whether she has put in soya sauce wherein she replies that Ching’s Secret Masala has every ingredient to make your Chinese dish taste awesome and authentic. Then we see Dolly Dingra taste the dish and at last we see both Sridevi’s praising the product.
Campaign 2– Shakuntala Devi: This audio visual spot opens with the cool Sridevi narrating the story of Bihari Sridevi aka Shakuntala Devi. Shakuntala Devi is seen cribbing about her husband when he asks her to prepare paneer chilli just 15 minutes before her favourite serial. She is upset as she thinks preparing paneer chilli will take time and make her miss her serial. In comes the cool Sridevi’s solution of making Paneer chilli with Ching’s Secret Masala and she prepares it. Shakuntala Devi says her husband likes pungent dishes. The cool Sridevi smiles and says Ching’s Secret Masala has every ingredient to make your Chinese dish taste awesome and authentic. Then we see Shakuntal Devi taste the dish and at last we see both the Sridevi’s praising the product.
Campaign 3 – Anju Ben: This audio visual spot opens with Sridevi narrating the story of Gujarati Sridevi aka Anju Ben. Anju Ben is seen cribbing about her family who often order food from outside due to which there are left-overs at home. She has cooked rice that will go waste. In comes the cool Sridevi’s solution of making Schezwan fried rice with the left over rice with Ching’s Secret Masala and she prepares it. Anju ben asks the cool Sridevi whether she has put salt and the cool Sridevi smiles and says Ching’s Secret Masala has every ingredient to make your Chinese dish taste awesome and authentic. Then we see Anju ben tasting the dish and at last we see both the Sridevi’s praising the product.
References to view all campaigns: