Ching’s Desi Chinese has blurred the line between advertising and cinema with its upcoming ₹150-crore campaign. Directed by Atlee, it stars Ranveer Singh, Bobby Deol, and Sreeleela in lead roles.
Touted as one of India’s most expensive ad projects, the campaign has sparked debate for its grand scale in promoting an instant food brand. The first-look posters look more like a big-budget action film than a commercial.
Ranveer Singh appears as “Agent,” a power-packed action hero. Sreeleela plays “Agent Mirchi,” while Bobby Deol turns up as “Professor White Noise.” The visuals feature red-toned backdrops, military choppers, and dramatic sun flares a clear echo of Atlee’s signature style.
The cinematic ambition is bold, but it risks distracting from the product itself. Viewers might remember the star-studded spectacle more than the noodles being sold.
With public focus on brand overspending, a ₹150-crore budget for an ad film raises tough questions is it creative vision or pure indulgence? For Ching’s, known for its fun and youthful image, this film-like approach could redefine brand storytelling or crumble under its own weight.
In the end, it depends on whether Atlee and his team can strike the balance between entertainment and message turning the ad into more than just a glossy vanity project.
