Ad Campaigns
MasterChow launches K-Chow Korean noodles with a twist, slurp challenge
Mumbai: MasterChow, a popular ready-to-cook Asian cuisine brand, has spiced up the instant noodle market with the launch of ‘K-Chow’, a new line of Korean-inspired noodles infused with an Indian twist. Catering to the rising demand for K-culture in India, K-Chow brings together authentic Korean flavours and beloved Indian masala, appealing to Gen Z and Millennials eager to explore global cuisines.
The launch marks a strategic step for MasterChow to diversify its product offerings and strengthen its foothold in the competitive instant noodle and ethnic food market. As Korean culture gains traction among Indian consumers—encompassing music, entertainment, beauty, and now food—MasterChow aims to capitalise on this trend with its Korean Masala Noodles, combining traditional Korean heat and spice with flavours that resonate with Indian taste preferences.
To celebrate this exciting launch, MasterChow has rolled out the ‘Loudest Slurp Challenge’ with the tagline ‘5 min me 5 Lakh’. Participants stand a chance to win Rs 5 lakhs. The challenge kicked off on 11 October 2024, with a promotional trailer released across social media platforms. The challenge will conclude with an offline event where ten finalists compete in two or three rounds, and the contestant who produces the loudest slurp will win the grand prize.
K-Chow sets itself apart in the market with unique selling points such as MSG-free noodles and a specially developed texture that ensures a satisfying slurp. The fusion of tastes and textures is encapsulated in the evocative tagline, ‘From Seoul to Soul’.
MasterChow founder & director, Vidur Kataria expressed his excitement, stating, “K-Chow is set to address the rising consumer demand for ethnic flavours, offering a product that combines the best of both worlds—authentic Korean ingredients balanced with Indian spices. Our team, including chefs from Korea, has worked tirelessly to create flavours that resonate with the Indian palate while staying true to Korean culinary traditions. I am supremely confident that this latest addition in our scrumptious product portfolio will be a smashing hit with our consumers across the nation.”
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.
