In a candid conversation on Zerodha’s Exploring Minds podcast, Ajay Gupta, the founder of popular food brand Ching’s Secret, reflected on the brand’s long-standing and creatively vibrant association with Bollywood actor Ranveer Singh. According to Gupta, the goal was never to just hire a celebrity face, but to find someone who could embody the brand’s personality—and Ranveer, he said, was the perfect match.
Ajay Gupta credits Ranveer Singh for Ching’s viral Rocket Hai advertisement: “He is a partner in our marketing, not just a brand ambassador”
“Ranveer Ching is a Human Being Too”
Gupta emphasised that Singh’s involvement goes far beyond traditional brand endorsement. “We are on the 10th year running with one Bollywood star; he is a partner in our marketing, not just a brand ambassador,” Gupta said. “Ranveer Singh is a human being, Ranveer Ching is a human being—both behave in the same way.”
The founder highlighted how Ranveer is actively involved in brainstorming sessions and even pitches creative ideas for campaigns. One such suggestion, Gupta shared, became the brand’s most talked-about moment—a now-viral ad in which Ranveer’s character fires up his jet-engine butt to save the world.
Behind the Viral “Rocket Hai Rocket” Ad
The quirky ad in question, Rocket Hai Rocket, was directed by Ali Abbas Zafar and featured Karishma Tanna alongside Singh as the iconic ‘Captain Ching’. Set aboard a spaceship, the ad sees Captain Ching taste some schezwan chutney, which turns his behind into a jet thruster. He then launches himself into space to stop a meteor from hitting Earth. “That was his idea,” Gupta confirmed, referring to the butt-fire gag.
The ad, which was both bizarre and unforgettable, has amassed over 2 million views on YouTube and became a pop culture reference point for Ching’s brand identity—offbeat, bold, and unmistakably loud.
Choosing Bollywood Over Cricket
Discussing the choice to go with a Bollywood celebrity rather than a cricketer, Gupta said, “India has two religions—cricket and Bollywood. The only difference is that cricket is expensive, Bollywood is cheaper.” He also noted that Bollywood offers broader appeal, especially among women and audiences in North America.
“When we finally had the money to spend on marketing, our goal was to understand the DNA of our brand, and to find a Bollywood star with the same DNA,” he said, explaining how that process led them to Ranveer.
A Partnership Beyond Endorsement
Gupta’s comments underscore a growing shift in how brands view celebrity associations—less as one-way promotional tools, and more as collaborative partnerships that shape marketing strategy. “Typically, brand ambassadors just read off the script. But Ranveer comes with his own ideas. That’s rare.”
Also Read: Ranveer Singh, Vikrant Massey to begin shooting for Don 3 in September: Report
BOLLYWOOD NEWS – LIVE UPDATES
Catch us for latest Bollywood News, New Bollywood Movies update, Box office collection, New Movies Release , Bollywood News Hindi, Entertainment News, Bollywood Live News Today & Upcoming Movies 2025 and stay updated with latest hindi movies only on Bollywood Hungama.