The advertising actions of Ching' Secret are the key to its success.

It developed the amazing

commercial advertising that were played on all media platforms after a period of low success. A
number of short films with well-known actors have been released by it. These short films were
aggressively promoted wherever they could be, including social media, billboards, newspapers, and
television. This loudly generated favourable reactions. The various elements of the Brand
Resonance model can be seen as:

1. SALIENCE (Awareness): It all began with the "Ching's khao, baki bhul jao" campaign, which
echoed the firm's desire to transmit an enticing Indo-Chinese niche factor throughout all of
its brand elements. There were several commercials featuring college students, working
adults, kids, and scenes from real-world India that were related to the target demographic
(TG) of the company. Ching's Secret launched a Facebook page, a first of its kind, where it
collaborated with renowned Indian chefs to share desi Chinese veg and non-veg recipes with
Ching's secrets' products at the forefront. This was done to maintain loyalty with its assumed
leadership in the Indo-Chinese fusion cuisine.

The brand also built a sense of relatability and community with the Indian household,
which started with the addition of Sridevi as one of the brand ambassadors, with elements
such as "the cool mom song" taking centre stage for the brand's media communication
showcasing how common household issues like leftover rice can be transformed into
Schezwan fried rice using Ching's secrets' assortment of products, thus giving viewers a
sense that the brand creates products "for Indians."

2. PERFORMANCE: The performance of Ching’s as a brand has been exceptional. Ching’s varied
range of products including instant noodles, instant soups, sauce mixes, shezwan chutney,
Hakka noodles, masalas, and frozen meals caters to the Indian palate’s growing demand for
desi Chinese. The brand claims that today, Ching’s Secret has become synonymous with desi
Chinese in India and across the globe. The CSO of Ching’s say that ‘Ching’s Secret for me is
that old line said in a colloquial supposedly Chinese way “chings khao…”  This was the
earliest brand that looked like could have been an alternate to Maggi. Over a period of time,
they have moved away from the “Noodles Banao” promise and made themselves Desi
Chinese. They have a diverse portfolio and some of their products like Schezwan Chutney
have become very popular. Consumers haven’t had any prominent complaints & the
performance of the brand has been satisfactory. Ching’s also hasn’t been a part of any
controversy like Maggi had.

3. IMAGERY: According to their CSO Naresh Gupta, Ching's Secret represented the paradigm of
a "Outrageous, in your face" brand. Their advertising strategies have reflected this
aggressive attitude, opting to attack a market where companies like Nestle and ITC already
held a sizable market share. By publishing its collection of family recipes for desi Chinese
food, it aimed to establish a cosy connection with the public. Additionally, celebrity brand
ambassadors like Sridevi and Ranveer Singh increased the market appeal of the companies'
products. The development of Ranveer Ching as the brand mascot served to distinguish the
brand identity and influenced how consumers felt about Ching's Secret.

4. JUDGEMENT: The brand catered to the youth who were looking for easy, tasty & affordable
options for their hunger pangs. Ching’s as a brand provided an alternative to Maggi, its
biggest competitor & catered to the Chinese taste buds of people. Ads focusing on the
 remaking of leftover food with Ching’s masalas or making of Chilli Paneer without wasting
too much time in preparation reflected Indianness & urged people to use them.

5. FEELINGS: As one of the first companies to start a Facebook group and community where it
routinely published material, the brand decided to go outside the box early on when it came
to active involvement. With a goal of assisting Indians in preparing desi Chinese at home, the
company has enlisted well-known figures like Neena Gupta. By generating distinct personas,
such as a sensible, no-nonsense housewife from Haryana, Punjab, or Bihar, as well as an
upbeat housewife from Maharashtra, it generated advertisements that were displayed both
nationally and locally. With ads like "Mission Hunger Ki Bajao" and "Rock The Group With
Mazzedar Soup," which were led by Saqib Saleem, they continued to connect with people
of all ages and demographics. Therefore, it was clear that Ching's Secret was winning over
everyone's hearts.

6. RESONANCE: The ads released by Ching’s sought to create a homely attachment with the
audience by releasing its series of home recipes for desi Chinese cuisines. Moreover, with
brand endorsements by household names like Sridevi and Ranveer Singh helped bolster the
resonance of their products with consumers. It helped build an attitudinal attachment
towards the brand which in turn led to behavioural Loyalty. The loyalty to the niche of
“Desi Chinese” was a feature persistent in the brand from it’s inception. The concept was to
introduce the cuisine “for Indians by Indians”. The creation of a brand mascot in the form of
Ranveer Ching helped provide a clear distinction in the brand personality which helped in
shaping consumer attitude towards Ching’s Secret. The introduction of the Ranveer Ching
character and advertisement campaign resulted in 4x multiple of the brand’s outreach going
from 70k stores in late 2014 to 280k stores in 2015.