Mumbai: India’s ready-to-cook Asian cuisine brand, MasterChow launched its innovative ‘Ba-Chow’ digital campaign, drawing inspiration from the popular Bollywood film Fukrey. The campaign’s quirky tagline, “Aao, Khao, and Bachaao,” coupled with a promotional video mimicking the film’s iconic lunch scene, creates an instant connection with audiences.
As part of the “Ba-Chow” digital campaign, MasterChow offers tempting deals: a 33 per cent discount on online orders and a buy two get one free offer for in-store purchases. This dual strategy caters to both digital and traditional shoppers, maximizing the campaign’s reach. The results speak for themselves – MasterChow has reported an impressive 50 per cent increase in sales since the campaign’s launch. By seasoning its digital marketing with a dash of Bollywood humor, MasterChow has not only boosted sales but also cooked up a recipe for memorable brand engagement in the digital space.
Sharing his insights on the campaign, MasterChow founder Vidur Kataria said, “In this competitive food industry, we strive to differentiate ourselves through our cuisine and how we connect with our customers. The ‘Ba-Chow’ campaign is our way of adding a dash of joy to their shopping experience. The name adds a playful twist on the Hindi word “Bachao,” meaning “save,” that perfectly aligns with the discounts being offered. The clever wordplay, along with the campaign’s engaging visuals and promotional deals, creates a well-rounded marketing approach. We believe that by making saving money feel like a fun activity, we are bringing a flavor-packed Asian culinary bliss to our customers that goes beyond their dinner table.”
MasterChow’s “Ba-Chow” sale offers more than discounts — it’s a celebration of Asian flavors. Now live across the brand’s website, as well as platforms like Blinkit, Swiggy Instamart, Zepto, BigBasket, and Amazon India, this exciting promotion invites food lovers to indulge in authentic Asian flavors. Running from 4 September to 10 September, the “Ba-Chow” digital campaign offers a week-long opportunity for food enthusiasts to enjoy unbeatable deals.
Mumbai: Building on the success of their ‘Asli Chinese’ campaign, MasterChow and celebrity chef Ranveer Brar introduced the brand’s Schezwan Chutney. This second phase reaffirms their shared commitment to authentic Indo- Chinese flavors by introducing an exciting condiment created by the homegrown food brand.
The new MasterChow Schezwan Chutney promises to pack a flavor punch with its fiery blend of chilies, garlic, and aromatic Sichuan spices. As Chef Ranveer Brar explained, “Schezwan Chutney is a big hit as a dip for a variety of snacks, and with this summer being filled with entertainment and sports, we hope our schezwan is your partner in binging and watching!”
MasterChow founder Vidur Kataria, said that this launch represents the next step in revolutionising how Indians experience Chinese cuisine at home. “Our partnership with Ranveer Brar is built on a mutual passion for culinary authenticity and innovation. With the Schezwan Chutney, we’re giving our customers a taste of the real deal while putting an exciting MasterChow spin on this classic condiment.”
The Schezwan Chutney kick-starts a new phase of the year-long ‘Asli Chinese’ campaign that will spotlight MasterChow’s diverse product range, with a focus on condiments and sauces. An integrated marketing effort will keep the buzz around the brand, ambassador, and products alive through engaging digital and social activations.
Studio Fry has been instrumental in shaping and executing the creative and production aspects of the campaign, ensuring a cohesive and impactful brand message.
The campaign kick-started digitally, primarily through social media platforms, with potential expansion into other channels such as OTT later this year. The company has also curated a fun, quirky and engaging spree of pre-launch content for “MasterChow Loyalists” on Instagram.
The new MasterChow Schezwan Chutney is available now on the brand’s website (www.masterchow.in), major e-commerce platforms like Amazon, and leading quick commerce apps like blinkit, Swiggy, Instamart, Zepto, Bigbasket.
Mumbai: Redefining the “Asli Chinese” cuisine, MasterChow, the homegrown Indian brand specialising in ready-to-cook Asian staples, recently announced an exciting collaboration with celebrity chef Ranveer Brar.
With this, MasterChow aims to revolutionise the culinary landscape, promising authenticity, innovation, and unforgettable taste experiences for households across India. This strategic partnership underscores MasterChow’s commitment to quality and genuine flavors, positioning it as the ultimate destination for authentic Chinese cuisine in the market, blending credibility, trust, and relatability into every flavorful bite.
Indiantelevision.com caught up with MasterChow founder Vidur Kataria and Chef Ranveer Brar to talk about their collaboration, bts anecdotes, growing trend of infusing Chinese flavors into various Indian recipes, and much more…
Edited Excerpts:
MasterChow founder Vidur Kataria:
On the inspiration to the collaborate with Ranveer Brar, and it strengthening MasterChow’s dedication to authentic and quality Chinese cuisine, while also enhancing its brand presence and credibility
Our collaboration with Chef Ranveer Brar signifies a shared commitment to authenticity, innovation, and uncompromising quality. By partnering with Chef Brar, we aim to elevate MasterChow as the ultimate destination for Asli Chinese cuisine in India. His culinary expertise and passion for authentic flavors perfectly align with our brand ethos, ensuring that every MasterChow product delivers an unparalleled taste experience to our customers.
On MasterChow differentiating itself from other brands in the packaged food market, particularly in the Asian cuisine sector
At MasterChow, we differentiate ourselves through our unwavering dedication to authenticity and quality. Our partnership with Chef Ranveer Brar further strengthens this commitment, solidifying our position as the go-to purveyor of “Asli Chinese” cuisine. We strive to provide consumers with not just products, but an authentic culinary experience that resonates with their taste preferences and cultural sensibilities.
On any behind-the-scenes anecdotes from the creative process of the campaign
The creative process behind the campaign was a dynamic journey filled with unique insights and personal anecdotes from the team. Ranveer, despite not being a morning person, had an interesting pre-shoot ritual of plunging his face into cool water. This ritual not only awakened his spirit but also energized and restored his senses to full power capacity, setting a vibrant tone for the day’s work.
Interestingly, Vidur’s coping mechanism for stress involved veiling it behind laughter and jokes. Despite his claims of maintaining composure under pressure, the Master Chow team could discern his underlying anxiety and respond accordingly, showcasing the delicate balance between humor and tension in creative endeavors.
Furthermore, the co-founders shared their personal and economic incentives behind the collaboration between Ranveer and Vidur, providing valuable insights into the motivations driving the partnership. Ranveer’s reflections on his childhood experiences, from the dual nature of the bowling pin to the cherished memories of his grandmother’s traditional delicacy, Choori, added a nostalgic touch to the creative process, infusing it with personal significance.
Brand’s revelation about the long-standing idea to cast Ranveer as the ambassador for MasterChow offered a glimpse into the strategic planning and foresight that shaped the campaign. This blend of personal anecdotes, strategic insights, and collaborative dynamics underscored the authenticity and depth of the campaign’s creative process, resulting in a compelling and resonant narrative.
On MasterChow ensuring the quality and freshness of its ingredients, especially considering the ready-to-cook nature of its products
Ensuring the quality and freshness of our ingredients is a top priority at MasterChow, especially considering the ready-to-cook nature of our products. We maintain rigorous sourcing practices and quality control measures to select the finest ingredients that meet our strict standards. Additionally, our state-of-the-art facilities and production processes are designed to preserve the integrity of the ingredients, ensuring that every MasterChow product delivers superior taste and freshness to our customers.
Following this campaign, consumers can expect MasterChow to continue innovating and expanding our product offerings to cater to evolving culinary trends and preferences.
Our long-term goal is to establish MasterChow as the undisputed leader in authentic Indian Chinese or Asli cuisine, offering a diverse range of high-quality products that redefine the culinary landscape in India and beyond.
Chef Ranveer Brar:
On the growing trend of infusing Chinese flavors into various Indian recipes, including street foods
The fusion of Chinese flavors into Indian street food isn’t just a trend—it’s a full-blown flavor revolution. It’s like a symphony of tastes, where every dish sings a melody of spices and seasonings from both lands, creating a harmonious culinary experience that’s nothing short of magical. This culinary alchemy has its roots in history, tracing back over 200 years when Chinese immigrants brought their culinary techniques to India, resulting in the birth of Indo-Chinese cuisine. Today, dishes like schezwan dosa and chilli chicken epitomize this delicious fusion, showcasing the vibrant exchange between two rich culinary traditions.It’s like taking your taste buds on a whirlwind tour of the bustling streets of Mumbai or Kolkata, where every corner offers a new and exciting flavor adventure.
On your approach towards balancing innovation and tradition in your culinary creations
Balancing innovation and tradition is at the core of my culinary philosophy. While I enjoy experimenting with new ingredients and techniques, I always anchor my creations in the timeless traditions and authentic flavors of Indian cuisine. This approach ensures that every dish resonates with a sense of familiarity while also delivering a unique and memorable culinary experience.
On the inspiration behind your creativity in cooking, and where do you find ideas for your new recipes and concepts
My creativity in cooking is fueled by a multitude of inspirations, ranging from childhood memories and personal experiences to travel and cultural exploration. I draw inspiration from the ingredients themselves, as well as the stories and traditions that surround them, to create dishes that tell a compelling culinary narrative and evoke a sense of nostalgia and delight.
On the role that social media plays in shaping modern food culture, and navigating its influence as a chef and influencer
Social media plays a significant role in shaping modern food culture, offering a platform for chefs and food enthusiasts to connect, share, and discover new culinary trends and experiences. As a chef and influencer, I embrace social media as a powerful tool for sharing my passion for food, engaging with my audience, and inspiring others to explore the diverse world of cuisine. However, I also recognise the responsibility that comes with this influence and strive to promote authenticity, diversity, and mindful eating practices in today’s digital landscape.
Mumbai: MasterChow, the homegrown Indian brand specializing in ready-to-cook Asian staples, proudly announces its partnership with celebrity chef Ranveer Brar as its brand ambassador. This strategic collaboration aims to position MasterChow as the go-to destination for “Asli Chinese” cuisine, emphasizing credibility, trust, and relatability.
MasterChow’s decision to get Ranveer Brar onboard stems from a shared commitment to authenticity and quality. With the tagline “Asli Chinese,” this partnership resonates with the chef’s culinary expertise and passion for genuine flavors. By aligning with Brar’s culinary philosophy, MasterChow aims to reinforce its position as a trusted provider of authentic Chinese cuisine in the market. The endearing Ranveer Brar is also a perfect embodiment of MasterChow’s spirit that is committed to raising the flavor bar for its ever-expanding and loyal customer base with its authentic and delectable Chinese-styled offerings.
Chef Brar’s influence and reputation as a leading culinary figure are poised to enhance MasterChow’s brand presence significantly. By leveraging his credibility and expertise, MasterChow aims to differentiate itself in the competitive packaged food market, particularly in the Asian cuisine sector. Through this partnership, the brand seeks to establish a deeper connection with consumers who value authenticity and quality in their culinary experiences.
Upon partnering with MasterChow, chef Ranveer Brar expressed, “As a chef, I believe in the importance of using genuine flavors and ingredients to create memorable culinary experiences. I am thrilled to join hands with MasterChow and champion authentic Asian cuisine through their amazing range of products. With MasterChow, I look forward to bringing ‘ASLI Chinese’ flavors to households across India.”
MasterChow founder Vidur Kataria, also stated, “Ranveer Brar epitomizes everything we stand for – authenticity, innovation, and a relentless pursuit of culinary excellence. With his unparalleled expertise and passion for good food, he is a stark reflection of MasterChow’s brand ethos, and together, we’re ready to take on the industry. We’re not just offering a product, we’re offering an experience – one that promises unparalleled taste and quality with every bite. With Ranveer by our side, we’re all set to revolutionize the way people experience Chinese food at home.”
The partnership between MasterChow and Ranveer Brar is a long-term endeavor focused on spreading awareness and establishing MasterChow as the brand for ASLI Chinese cuisine. Over the next six-eight months, the campaign will prioritize building credibility, trust, and relatability among consumers, with the ultimate goal of creating a legacy brand that endures for generations to come.
Studio Fry has been instrumental in shaping and executing the creative and production aspects of the campaign, ensuring a cohesive and impactful brand message across all channels.
The campaign will kickstart digitally, primarily through social media platforms, with potential expansion into other channels such as OTT platforms later in the year. The company has also curated a fun, quirky and engaging spree of pre-launch content for ‘MasterChow Loyalists’ on Instagram. The content aims to multiply the hype surrounding this much-anticipated coming together of the Chef (Ranveer Brar) and the chef’s favorite (MasterChow).
MasterChow’s premium range of Chinese delicacies are available on the brand’s official website, i.e. www.masterchow.in, Blinkit, Zepto, Instamart and Amazon.
