In typical Rohit Shetty style, the ad is presented like a Bollywood film showing a community ruled by warlords. The starved town finds its saviour in actor Ranveer Singh, who comes with his Ching’s food cart to the rescue. Each flavour of the product is introduced as people delight in the food. The film also has a romantic angle where Singh tries to impress Tamannah Bhatia. And just when you think it ends there, one is witness to a song and dance ritual, only broken by the arrival of the villain and his subsequent defeat by our hero. The film finally ends with Singh dressed as ‘Maa Ching’, with the promise of a sequel.
When you have a leading Bollywood actor as the brand ambassador, you use him as much as you can. Add to that action director Rohit Shetty and a big production house like Yash Raj Films, and you have an ad that seems more like a commercial Bollywood act.
The connection to Ching’s is built through the jingle ‘My name is Ranveer Ching’ sprinkled across the film. But an interesting way in which the ad film talks about the product is through witty dialogues about Desi Chinese, a segment Ching’s claims to be the ‘king’ of, from ‘Bhatinda to Beijing’.
The category suffers from the clichés of a hungry kid going, “Mummy, bhookh lagi,” and the mother whipping up noodles. Ching’s has been the differentiator by breaking out of the traditional 30-second blind spot and doing a song/dance/music video. The same philosophy extends to its follow-up campaign. In fact, the ad film was promoted through a trailer weeks before the formal launch. Ajay Gupta, MD, Capital Food says, “At a brand level, we hope to ramp up the excitement and associate ourselves with fun, energy, madness, masala and scale. At a product level, we hope to equate Desi Chinese to Ching’s Chinese.”
But can one identify it as a product film? The shots of the noodles packs placed in the film’s screenplay seem forced and make it appear more as an in-film placement. The ad attempts to reflect the brand’s focus on South India, but doing so through Rajnikanth style action where the product seems a misfit doesn’t help meet the objective. States Ashish Patil, VP, Yash Raj Films, “The first campaign created a lot of awareness and excitement for the brand. Now it’s about scaling up and taking it to the next level by taking ownership of the attribute of Desi Chinese, becoming generic to that category, almost branding and creating it.”
Desi Chinese is a segment dear to Indians, and probably the brand would have done better if it played around more with that thought. Although entertaining, the action and song/dance sequences don’t help the brand. Overall, a tad much to digest!