Bobby Deol vs Ranveer Singh in a ₹150 Crore Chutney War Directed by Atlee Ching’s Secret Just Made India’s Wildest Ad Ever

Only in India could a chutney brand make an eight-minute blockbuster ad — starring Ranveer Singh, Bobby Deol, Sreeleela, and directed by Atlee, the man behind Jawan. Welcome to the madness that is Ching’s Secret’s “Agent Ching Attacks.”

Produced by Capital Foods (now part of Tata Consumer Products), Ching’s Secret has always been about bold flavors and even bolder marketing. Known for its fiery “Desi Chinese” sauces, noodles, and chutneys, the brand has now taken its storytelling to full cinematic scale — and this time, it’s nothing short of masala magic on steroids.

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he Brand That Made Chutney Cool

For years, Ching’s Secret has owned the “Desi Chinese” space — blending Indian spice with Chinese-style street flavor. Their products, especially the Schezwan Chutney, are a staple in Indian homes, adding that spicy-tangy kick to everything from momos to Maggi.

But Ching’s never sold flavor the boring way. From the start, their “Agent Ching” campaign turned their ads into full-blown movie experiences. And this latest version — “Agent Ching Attacks” — takes that legacy to a ₹150-crore level.

The Ad That Feels Like a Feature Film

“Agent Ching Attacks” isn’t your usual 30-second spot. It’s a high-octane, eight-minute action short film, making it one of the most expensive ad campaigns in Indian history.

Ranveer Singh returns as Agent Ching, the fearless, over-the-top hero powered by Ching’s Secret Schezwan Chutney. Matching his energy is Sreeleela, playing Agent Mirchi, his fiery partner-in-crime.

But the real twist? Bobby Deol enters as the villain — Professor White Noise — a sleek, sinister mastermind selling a product called Shape Zero, which removes all taste from food. His twisted goal? Make food so bland that people lose interest in eating and magically lose weight.

Sound familiar? That’s because it’s a clever dig at the modern wellness obsession — a parody of real-world weight-loss drugs like Ozempic.

The world’s taste buds are under attack, and only Ranveer Ching can save them — with chutney as his weapon of choice.

Atlee’s ₹100-Crore Touch

To pull off this madness, Ching’s Secret brought in Atlee, fresh off his mega-hit Jawan. This marks his first-ever commercial project, and his signature style — slow-motion entries, grand visuals, and intense hero-villain showdowns — makes the ad feel like a theatrical release.

From flying cars to spicy one-liners, every frame screams Bollywood meets brand film. And yes, when Ranveer’s anthem “My Name is Ranveer Ching” drops midway, the nostalgia hits just as hard as the Schezwan.

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hy This Ad Works

While most brands are busy paying influencers to just “hold a product and smile,” Ching’s Secret went the other way — full cinema mode. They didn’t just sell chutney; they built a universe of flavor, parodying global diet culture and turning it into an action-comedy about taste vs. tastelessness. It’s over-the-top, self-aware, and completely unhinged — but that’s exactly why it works. It’s not an ad; it’s entertainment with spice.

Frequently Asked Questions (FAQs)

1. What is the “Agent Ching Attacks” ad campaign by Ching’s Secret all about?

“Agent Ching Attacks” is an eight-minute cinematic advertisement by Ching’s Secret, directed by Atlee (the filmmaker behind Jawan) and starring Ranveer Singh, Bobby Deol, and Sreeleela. The ad continues the brand’s popular “Agent Ching” campaign and features a high-budget, action-packed storyline promoting Ching’s Secret’s Schezwan Chutney in true Bollywood style.

2. Why is the Ching’s Secret ad compared to the Ozempic weight-loss craze?

The campaign features Bobby Deol as Professor White Noise, a villain who invents a drug called “Shape Zero” that removes taste from food to make people eat less — a direct parody of global weight-loss injections like Ozempic. This clever twist makes the ad a satirical commentary on modern diet culture and the obsession with “tasteless” fitness trends.

3. Who are the key people involved in the new Ching’s Secret ad?

• Ranveer Singh reprises his iconic role as Agent Ching, the chutney-powered hero.

• Bobby Deol, fresh from Animal, plays the stylish villain Professor White Noise.

• Sreeleela, a rising South Indian star, joins as Agent Mirchi.

• Atlee, known for Jawan and Mersal, makes his commercial debut as director.Together, they make “Agent Ching Attacks” one of the most star-studded brand films in Indian advertising.

  
  

4. How much did the Ching’s Secret ‘Agent Ching Attacks’ ad cost to produce?

According to reports, the production budget crossed ₹150 crore, making it one of the most expensive advertisements ever made in India. With Atlee’s large-scale direction, international VFX, and Bollywood’s top stars, the campaign feels more like a mini blockbuster film than a commercial.

5. What product does the ‘Agent Ching Attacks’ film actually promote?

The ad promotes Ching’s Secret Schezwan Chutney, a spicy, tangy condiment popular across India. It symbolizes the return of taste, spice, and flavor in a world threatened by “tasteless” diets — reinforcing Ching’s positioning as the ultimate “Desi Chinese” flavor brand.

6. When was the ‘Agent Ching Attacks’ ad released and where can you watch it?

The new campaign launched in October 2025 across YouTube, Instagram, and major digital platforms. You can watch the full 8-minute short film “Agent Ching Attacks” on the official Ching’s Secret YouTube channel and on Atlee’s and Ranveer Singh’s verified social media accounts.

7. What makes the ‘Agent Ching Attacks’ ad campaign special in Indian advertising?

Unlike typical celebrity endorsements, this campaign delivers a full-fledged cinematic universe, complete with story arcs, villains, and social satire. It marks a shift in Indian advertising — from quick influencer content to high-quality, story-driven brand films that engage audiences emotionally and culturally.

8. Is the ‘Agent Ching’ series connected to earlier Ching’s Secret ads?

Yes. “Agent Ching Attacks” is a continuation of the iconic ‘My Name is Ranveer Ching’ campaign launched in 2016, which first introduced Ranveer Singh as the superhero-like mascot for Ching’s Secret. The new film revives the same character, soundtrack, and theme of “flavor saving the world,” creating a sense of brand nostalgia and continuity.

9. Who owns Ching’s Secret and what type of products does the brand sell?

Ching’s Secret is owned by Capital Foods, which is now part of Tata Consumer Products. The brand specializes in Desi Chinese food items — including instant noodles, sauces, chutneys, and soup mixes — all designed to suit the Indian palate with their signature spicy and tangy flavors.

10. Why is the Ching’s Secret Atlee ad important for Indian marketing and pop culture?

Because it shows that Indian brands are now merging Bollywood-style filmmaking with advertising, blurring the lines between entertainment and marketing. By investing ₹150 crore and hiring Atlee, Ching’s Secret set a new benchmark for creative storytelling in Indian brand campaigns, proving that ads can be as entertaining — and as viral — as films.