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 campaign, in stills
The art of the drizzle
The outcome
Why it mattered
Full film · with sound
Watch the campaign
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