Ching’s Secret Spices Up Alpha

Ching’s Secret has made a prominent appearance in Alpha, using the YRF spy thriller to reinforce its long-standing "Desi Chinese" brand identity.

In a key scene, Alia Bhatt is seen preparing noodles with Ching’s Schezwan Chutney placed prominently on screen before delivering the line, "I just love Desi Chinese," echoing the brand’s signature positioning.

The collaboration extends beyond the film, with Ching’s Secret partnering with Alpha for a promotional campaign featuring Alia Bhatt and Sharvari. The campaign positions the brand’s Schezwan Chutney as the perfect companion for bold flavours and action-packed moments.

While Alpha includes several brand integrations, Ching’s Secret stands out with one of the film’s most memorable product placements, blending storytelling with strong brand recall.