Ching's Secret: Chilli Oil TV Campaign
A series of high-quality AI-produced TV commercials showcasing how Ching's Secret Chilli Oil enhances a variety of dishes, from Momos to Pizza.
Client
Ching's Secret (Capital Foods)
Services
AI-Based Video Production
Industry
Food & Beverages
Year
2025
Challenge
Make a brand-new condiment look irresistible on every kind of food — broadcast-quality — without ever picking up a camera.
Ching's Secret was launching two new Chilli Oil variants, Crunchy and Schezwan, and needed a TV campaign that could stand shoulder-to-shoulder with the biggest high-budget food commercials in India. The creative idea was simple and demanding: take whatever you've got — momos, noodles, pizza, tacos, fried rice, even avocado toast — and make it hot. Every shot had to deliver the same hero beat: a thick, glossy ribbon of chilli oil pouring in slow motion, catching the light, studded with crunchy chilli flakes. And every single frame had to be produced from scratch with AI — no stock footage, no live shoot — while still passing national broadcast quality control.
Whatever you've got · make it hot
One drizzle,
every craving.
A single hero moment, art-directed across six dishes. Each composition was generated, lit and graded individually — then matched to the same signature thick, smooth pour so the product feels unmistakable from frame to frame.
Solution
We built the whole campaign with a generative-AI pipeline, taking each spot from concept to final broadcast master without a single day on set. Custom prompt systems and look-development passes were tuned to nail the part competitors find hardest in food work: the thick, smooth, glossy movement of the oil as it pours, clings and pools, with individual chilli flakes and sesame reading sharp in the light.
Every dish — momos, noodles, pizza, tacos, fried rice and more — was art-directed as its own mini film: cinematic lighting, slow-motion pour, rising steam and drifting embers against the brand's signature fiery red. The finals were colour-graded for a consistent house look and delivered as 4K broadcast masters, ready for national TV.
Under the hood
What made it broadcast-grade
The outcome
Why it mattered
Full film · with sound
Watch the campaign
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