Blinkit homepage takeover, high-impact OOH, and Instagram reel with Chef Ranveer Brar power the multi-channel rollout
New Delhi, July 24, 2025 – MasterChow, one of India’s fastest-growing ready-to-cook Asian brands known for authentic Chinese flavors and premium Asian staples, has unveiled its latest campaign “Khaana Banao Simple se Sexy” to spotlight the cult appeal and versatility of its Chilli Oil range.
The campaign debuts with a high-impact Blinkit app homepage takeover, strategically designed to drive instant product discovery among digital-first consumers in major metros. By positioning the chilli oil front and center on Blinkit, MasterChow aims to encourage impulse trials and repeat adoption while shoppers browse for everyday essentials.
Vidur Kataria, Co-founder of MasterChow, shared the brand’s vision behind the campaign:
“Chilli oil is no longer a niche condiment. It’s a movement making everyday meals exciting without complexity. Whether it’s your midnight Maggi, a leftover roti wrap, or even a salad—just a drizzle of our chilli oil makes it instantly delicious. This campaign celebrates that transformation. We’ve seen incredible organic love for our chilli oil, with people using it on everything. Now, we want to fuel that behavior and educate more audiences about its versatility. It’s not just for noodles—it’s for everything.”
Multi-Channel Campaign with Strong Digital & Outdoor Play
In addition to the Blinkit takeover, MasterChow has launched high-visibility outdoor billboards across Delhi-NCR, reinforcing the “Simple se Sexy” proposition at high-traffic intersections. This OOH push complements the brand’s digital-first narrative, bridging online engagement with strong offline visibility to deepen brand recall.
The campaign also taps into Instagram-led storytelling, which has been a cornerstone of MasterChow’s growth. To kick off the launch, the brand released an in-house produced Instagram reel featuring celebrity chef Ranveer Brar, who gave his signature shoutout to the Blinkit partnership. The reel has amplified virality while resonating with MasterChow’s digital-native audience.
“We’ve always leaned on organic-style storytelling and thumb-stopping content. Our community engages deeply with us on social media, and that translates into strong recall and repeat purchases. This campaign is no different—it’s designed to spark conversations and make chilli oil the hero of everyday meals,” Kataria added.
From Foodie Favorite to Pantry Essential
Over the next month, “Khaana Banao Simple se Sexy” will roll out in multiple phases, featuring snackable reels, brand-led collaborations, and high-tempo digital content. The omnichannel approach aims to elevate chilli oil from a foodie favorite to a pantry staple, driving sustained intrigue and repeat consumption.
With its authentic flavors, quirky storytelling, and strategic commerce partnerships, MasterChow continues to redefine how Indian consumers experience Asian cuisine at home
About MasterChow
MasterChow is an Indian brand redefining the ready-to-cook Asian food experience. With a diverse range of sauces, condiments, noodles, and meal kits, MasterChow brings authentic Chinese flavors and restaurant-style convenience into everyday home cooking. The brand is known for its digital-first storytelling and strong community-driven marketing approach.
Watch the reel here:
https://www.instagram.com/reel/DMcLfSuTQCH/?igsh=MXViMWExMGxpYjF5Zg==
