Ad Campaigns
MasterChow & Chef Ranveer Brar elevate the “Asli Chinese” campaign
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.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
