Capital Foods’ flagship brand Ching’s Secret’s influencer marketing campaign, #Chingschatorachallenge has garnered a reach of 15 million-plus on Instagram. The brand has collaborated with influencers across genres, including Prajakta Koli, Bhuvan Bam, Harsh Beniwal, Sejal Kumar, among others.
The campaign has been conceptualised and executed by One Digital Entertainment. It has been performing well, as all the influencers are young who have a relevant audience for the brand. These creators are known to have a good audience engagement and are popular among youth. The campaign aims to raise awareness about the product in a fun way.
This campaign challenges participants to rattle off as many Schzewan-based cuisines as participants can within a minute after consuming a scoop of the brand’s Schzewan chutney. To make it more challenging and creative, the participant can engage with other activities including dancing, singing, hula hooping, cycling, skipping etc, making it more difficult, and then inviting three members of their family or friends to attempt it.
With the six-week campaign the consumers also stand a chance to win a trip to NASA, staying true to the brand’s tagline- ‘yeh chutney nahi, rocket hai rocket’. According to estimates, the brand has spent more than Rs 60 lakh on the campaign.
Speaking about the initiative, Panshul Jhingan, Chief of Revenue and Strategy at One Digital Entertainment, said, “The core idea and the TG was the main reason for this blend of influencers (Prajakta Koli, Sejal Kumar, Bhuvan Bam, Mr. Faizu, Awez Darbar, Adah Sharma, Siddharth Kannan, Harsh Beniwal, MJ5, etc); we wanted variety, reach, impact and engagement and an instant Gen Z connect, hence we roped in prominent digital influencers across genres of comedy, dance, lifestyle, fashion and entertainment.”
According to research, the campaign is helping the brand in engaging more audience, not only kids, but people in their 30’s are also participating. It must be noted that they usually work with their brand ambassador Ranveer Singh, however, using this wide range of influencers has also worked wonders for the brand.
Campaign posts-
Jhingan added the idea was to create a fun follow-up tactical campaign (to the thematic TVC with Ranveer Singh, Captain Ching Rises) that specifically targets millennials and Gen Z as the core product range talks to housewives. “The brand wanted to build buzz around the product and its tagline - Chutney Nahi, Rocket hai, Rocket! Keeping consumer interactivity and engagement at the core. Key triggers being - versatility (the product goes with everything), fun and connect with the tagline (that’s where the all-expenses paid trip to NASA came in) and targeting young consumers.”
Navin Tewari, MD and CEO, Capital Foods, said, “Capital Foods adds value to consumers’ lives through innovative and versatile food products and Chings Schezwan Chutney is one such example. This product in particular, with its ever-rising demand, is a standing testimony to the love consumers have been showering on us. Extending this warm association with our consumers we have launched this digital campaign to actively engage the young consumers. We are extremely happy to observe that it has already reached a wide population including influencers and celebrities across social platforms in such a short span. And why not? The Ching’s Schezwan Chutney is not an ordinary chutney, it is rocket after all!”
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