Another Star to the Fore

The desi-Chi­nese noo­dles brand re­leases an ad cam­paign, fea­tur­ing Sridevi.

The Brand Reporter - - EDITORIAL | CONTENTS - By Su­nit Roy su­nit.roy@afaqs.com

Sridevi stars in the de­siChi­nese noo­dles brand’s ad.

In­di­ans love nib­bling on snack foods every now and then. To­day’s modern day mom (mother) has a big chal­lenge when it comes to cre­at­ing snacks that are tasty and equally healthy for her kids; es­pe­cially af­ter they re­turn from school or play. There’s also a buzz on so­cial me­dia, and in gen­eral, about mothers look­ing for bet­ter al­ter­na­tives to reg­u­lar snack­ing.

To that end, most brands have launched healthy op­tions to their con­sum­ables as con­sumers have started to avoid junk food, thereby re­sort­ing to healthy op­tions like oats. Re­cent trends have shown that there has been a spike in the de­mand for oats among In­di­ans, who ear­lier pre­ferred idlis, dosas, poha, up­mas, etc. for break­fast or as a snack.

Tak­ing its cue from this chang­ing trend, Ching’s Se­cret, a brand that’s known for its desi-Chi­nese noo­dles, has re­cently launched ‘Snacky Oats’ that also comes with a De­siChi­nese twist. The brand re­searched the prod­ucts in­ten­sively through con­sumer pan­els across 14 cities in In­dia be­fore fi­nal­is­ing the three flavours — Schezwan, Man­chow and Sin­ga­pore Curry.

“Two years ago, re­search had thrown up an in­sight — mothers are look­ing for a bet­ter snack­ing prod­uct that chil­dren will en­joy, will be easy to make and will also be healthy. From that point on­ward we started re­search­ing al­ter­na­tive prod­ucts to ful­fil this ‘want’. Hence, we ze­roed down to ‘Snacky Oats’,” in­forms Ajay Gupta, man­ag­ing di­rec­tor, Cap­i­tal Foods, adding “Ching’s Snacky Oats are very tasty snacks that can be made in three to four min­utes.”

To pro­mote the new prod­uct range, the brand has re­cently launched an ad cam­paign, sans brand am­bas­sador Ran­veer Singh. Singh (Ran­veer), with his an­tics, im­pressed au­di­ences in ‘Ran­veer Ching Re­turns’, an over five-and-a-half minute ad cam­paign that cost a whop­ping `75 crore. The film also starred Ta­man­naah Bha­tia and was di­rected by Ro­hit Shetty.

This time, Ching’s Se­cret has brought Bol­ly­wood diva Sridevi on board for their lat­est ad film. The renowned ac­tress plays a ‘Cool Mom’, who multi-tasks and jug­gles her daily chores with­out com­pro­mis­ing on her chil­dren’s nutri­tion by serv­ing them Snacky Oats. The cam­paign was launched with a teaser ad in the form of a silent film that showed a woman do­ing som­er­sault while si­mul­ta­ne­ously iron­ing clothes. The ad’s mes­sage read — A Mom so cool, she doesn’t need rules. This was fol­lowed by another teaser ad with a sound­track and a mes­sage that said “Launch­ing To­mor­row”. On Oc­to­ber 16th, the ‘#CoolMom’ video, con­cep­tu­alised and cre­ated by Grey Group, was re­leased and spread over Hindi speak­ing mar­kets through tele­vi­sion and var­i­ous dig­i­tal plat­forms. The film has been di­rected by Ma­neesh Sharma with vo­cals by Hard Kaur and mu­sic by Shameer Tan­don.

‘Ching’s Se­cret has al­ways had a good mar­ket share but never en­joyed that brand recog­ni­tion, so al­though get­ting Ran­veer Singh on board was a strate­gic de­ci­sion and not one to help move the prod­uct off the shelf, what strate­gic role is Sridevi play­ing in the cur­rent ad cam­paign?’ afaqs! Re­porter asked.

“While (Ran­veer) Singh con­tin­ues to serve as an am­bas­sador for the mas­ter brand, the masala cat­e­gory needed a spokesper­son with as­pi­ra­tional affin­ity to­wards the con­sumer - the Desi Mom. The com­mu­ni­ca­tion is de­signed to con­vince the gate­keep­ers of the kitchen and pro­vide them with vi­able, quick and easy so­lu­tions to their daily culi­nary is­sues. And who bet­ter to do that than the uber­cool wife/ mother her­self - Sridevi,” ex­plains Sunil Lulla, chair­man and man­ag­ing di­rec­tor, Grey Group.

“Over the past few years, Sridevi has made a ma­ture and stun­ning come­back in films as a sta­ble fam­ily fig­ure­head who knows what’s best for her house­hold while main­tain­ing her quirky self. And that gelled well with Ching’s Se­cret’s new Desi-Chi­nese Masala range. The ad­di­tion of Sridevi to the brand has only helped bol­ster the im­age of Ching’s Se­cret as the ul­ti­mate au­thor­ity when it comes to Desi-Chi­nese,” Lulla adds.

So, ‘has Ran­veer’s eq­uity run out? Has the Ran­veer Singh played his role and is that phase over?’ afaqs! Re­porter asked?

“Ran­veer is ‘Ran­veer Ching’. He is an in­te­gral part of our brand jour­ney. You will see him very soon,” says Gupta.

Desi-Chi­nese is loved by all yet con­sumed mostly out­side of the home as it’s per­ceived to be some­what cum­ber­some to pre­pare. Through this ad cam­paign, which has al­ready reg­is­tered over a mil­lion views since its launch, the brand at­tempts to show­case how sim­ple it is to make.

“Cap­i­tal Foods has bought a new lingo, style and way of pre­sent­ing delicious ready-to-eat food. It fo­cuses on a cul­ture that is con­nect­ing with con­sumers. These cam­paigns are see­ing growth in daily sales. It’s keep­ing the brand at the top of the mind. That’s what counts. Strate­gies can change with time. Cap­i­tal Foods re­mains fo­cussed at ful­fill­ing the strong need in ready-to-eat foods,” says Lulla. ■

“While Ran­veer Singh con­tin­ues to serve as an am­bas­sador for the mas­ter brand, the masala cat­e­gory needed a spokesper­son with as­pi­ra­tional affin­ity to­wards the con­sumer - the Desi Mom.” SUNIL LULLA

Ching’s Se­cret has re­cently launched ‘Snacky Oats’ that also comes with a desi-Chi­nese twist.

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