Ranveer Singh’s Ching's ad: Love it or hate it, but you can't ignore it!

Is Ranveer's Captain Ching act merely brainless banter or marketing genuis in disguise? 

e4m by Misbaah Mansuri
Updated: Oct 26, 2018 8:16 AM

There are ads you love and there are ads that don’t really strike a chord with you. And then there are ads you might love or hate but just can’t ignore! Ranveer Singh’s latest Ching's ad seems to be falling in the latter category. With over a million likes and over a thousand comments, this ad seems to be gaining a lot of attention.  While some pointed out how absurd it is, others were left baffled at the superhero act. One thing straight, the Internet just doesn't seem to be getting over the spot. The question that remains is what does it mean for the brand? Is it merely brainless banter or advertising genuis in disguise? 

The creative

Directed by Ali Abbas Zafar, Singh is featured in a superhero avatar. The ad shows how an asteroid threatens to strike a spaceship piloted by Karishma Tanna's character. She calls out for the help of Captain Ching who arrives and takes a taste out of a Ching sauce bottle and ends up becoming a rocket which now hits the asteroid and destroys it! What grabs the audience attention are dialogues like “jiske bum main hai dum” and antics like Singh tasting Ching's sauce and flames emerging out of his butt transforming him into a rocket. Wait, what? And why?

Here’s how netizens reacted to it:


Over to experts

Varun Duggirala, Co-founder and Content Chief, The Glitch, opines that the ad is successful in establishing “top-of-the-mind recall” for the brand. "Every once in a while something comes along that amuses you, puzzles you but most importantly it sticks with you. That has been the case with all the films that Ranveer has done with Ching's so far. While some might have issues with the creative and its relevance, what you can't deny is that it's something you won't forget and builds both the perception and the recall value that Ching's desires to drive in the consumers' minds. So it seems to be mission accomplished for Captain Ching,” he remarks.

Shrenik Gandhi, Chief Executive Officer and Co-Founder, White Rivers Media, contends that any more sober utilization of Ranveer Singh would have been a waste of talent and time. “Apt utilization of the brand ambassador. From getting his surname changed on social media to launching a script which is fictitious in every frame, the brand has come a long way. Some brand ads are bizarre and bad, but some are so bizarre that you actually start speaking about it and it becomes a top of mind recall. This TVC falls in the latter category.  Good and bold work done, Chings. What next, Mars?”

Saurabh Uboweja, International Brand Expert and CEO Brands of Desire, points out that be it slapstick humour or brainless banter, ultimately the brand manages to grab your attention. “Ching's Secret is one of the fastest growing F&B product brands in the country. Their success can be largely attributed to the fact that they managed to create and own a completely new product category in India "Desi Chinese". In everything, from their brand name, choice of brand ambassador to the creative campaigns they launch, they have been quite consistent with their brand personality. This campaign ultimately achieves its aim of seeking attention for their product brand - Schezwan Chutney.’


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