Capital Foods’ Ajay Gupta to share key insights at Pitch BrandTalk 2025

This year’s Pitch BrandTalk Conference, in its fifth edition, is set to spark fresh thinking and bold conversations on November 21 in New Delhi. The gathering brings together pioneering marketers, visionary brand-builders, and creative changemakers for a day that promises depth, dynamism, and ideas built for tomorrow.

Taking the keynote spotlight this year is Ajay Gupta, Founder & Managing Director of Capital Foods, who will share insights on the topic ‘Capital Foods: A Story of Curiosity, Culture & Category.’

In his keynote address, Ajay Gupta will break down how a spark of curiosity evolved into a category-defining brand, how cultural intuition guided the creation of Ching’s, and how bold storytelling transformed it into a nationwide favourite. His journey highlights the power of instinct, creative risk-taking, and a deep understanding of what truly moves consumers.

Ajay’s journey began with a sharp cultural observation; his spark for Ching’s Secret ignited when he noticed how irresistibly Indians flocked to roadside Chinese stalls. Sensing a delicious opportunity, he set out to capture that craze with an Indian edge, creating Ching’s as the bridge that brought bold, restaurant-style Indo-Chinese flavours straight into everyday kitchens.

Gupta’s first breakthrough campaign for Ching’s Secret came in 2016 with Ranveer Ching Returns, a high-energy, five-and-a-half-minute mini-movie directed by Rohit Shetty and led by Ranveer Singh. Packed with Shetty’s trademark action, drama, and over-the-top flair, the film spoofed Bollywood masala tropes while spotlighting Ching’s range of “Desi Chinese” noodles, soups, sauces, and Schezwan chutney. Designed to create instant brand recall and cement Ching’s leadership in the desi Chinese category, especially across newer markets like South India, the campaign turned an ad into an entertainment spectacle and marked a major milestone for Capital Foods.

More blockbuster than advertisement, the film introduced India to the unforgettable alter ego “Ranveer Ching.” The character became synonymous with the brand’s bold personality, intense, playful, and irresistibly chaotic. Instead of a traditional endorsement, Ajay created an entertainment property that blurred the lines between advertising and cinema. This campaign changed the game. It redefined how food brands could tell stories, build worlds, and spark cultural buzz.

The latest Ching’s campaign starring Ranveer Singh, Bobby Deol, Sreeleela, is a part of “Agent Ching Attacks” campaign and helmed by hit-maker Atlee pushes the brand into an even larger, more cinematic universe. With high-energy action, humour, drama, and grand visuals, the film elevates Ching’s into a full-fledged entertainment brand, reflecting the chaos, spice, and personality that define Indian Chinese culture.

Pitch BrandTalk 2025 celebrates leaders who turn cultural insight into lasting impact. Ajay Gupta’s story stands as a masterclass in how brands can become cultural forces lived, loved, and remembered far beyond the aisles they occupy.