New Delhi: MasterChow, a fastest-growing ready-to-cook Asian brands, has unveiled its latest campaign titled “Khaana Banao Simple se Sexy”, celebrating the versatility of its cult-favorite Chilli Oil range. The campaign marks a significant step in the brand’s content-first marketing journey and aims to elevate chilli oil from a niche condiment to a mainstream kitchen essential.
Kicking off the campaign is a high-visibility Blinkit app homepage takeover, positioning MasterChow’s chilli oil directly in front of digital-first consumers. The strategic move is designed to capitalize on high-frequency, impulse-led grocery shopping behavior, giving shoppers instant access to the product while they browse everyday essentials.
“Chilli oil is no longer a niche condiment. For us, it represents a movement making everyday meals exciting without complexity. Whether it’s your midnight Maggi, a leftover roti wrap, or a salad — a drizzle of our chilli oil turns it instantly delicious. This campaign is about celebrating that transformation, making simple food sexy. We’ve seen phenomenal organic love for our chilli oil — people are putting it on everything. This campaign is designed to fuel that behavior and educate more audiences about its versatility. It’s not just for noodles, it’s for everything,” said Vidur Kataria, Co-founder of MasterChow.
Further amplifying reach, the brand has rolled out high-impact outdoor billboards across Delhi-NCR, reinforcing campaign messaging and ensuring daily visibility at high-traffic urban junctions. The OOH expansion aligns with MasterChow’s objective of building top-of-mind recall while driving home the idea of effortless indulgence.
Adding flavor to the digital storytelling is a new Instagram reel featuring celebrity chef Ranveer Brar, who lends his signature flair to endorse the Blinkit takeover and the chilli oil’s everyday magic. The reel, produced in-house, captures the brand’s signature blend of relatability and wit, helping MasterChow deepen engagement with its digitally native audience.
“We’ve always leaned on organic-style storytelling and thumb-stopping content. This campaign is no different. Our community engages deeply with the brand on social, and we’ve seen that translate into strong recall and repeat purchases,” added Kataria.
The campaign will roll out in multiple phases over the next month, supported by a dynamic mix of short-form video content, snackable reels, and creator collaborations. This integrated strategy underscores MasterChow’s broader ambition: to make chilli oil a staple on Indian dining tables — not just for foodies, but for every home cook.
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