Ad Campaigns
MasterChow launches ‘Ba-Chow’ campaign
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.
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.
