New Delhi, 25th July: MasterChow, one of India’s fastest-growing ready-to-cook Asian brands, has launched its latest campaign, “Khaana Banao Simple se Sexy” to spotlight the versatility and cult-favorite status of its Chilli Oil range. The campaign kickstarts with a high-impact Blinkit app homepage takeover, taking the product straight to the top of mind (and top of cart) for digital-first shoppers across major metros.
The Blinkit partnership is a strategic move to drive high-frequency impulse discovery, making it easier for consumers to sample the chilli oil while shopping for everyday essentials.
Speaking about the campaign, Vidur Kataria, Co-founder of MasterChow, shared, “Chilli oil is no longer a niche condiment. For us, it represents a movement making everyday meals exciting without complexity. Whether it’s your midnight Maggi, a leftover roti wrap, or a salad a drizzle of our chilli oil turns it instantly delicious. This campaign is about celebrating that transformation, making simple food sexy. We’ve seen phenomenal organic love for our chilli oil people are putting it on everything. This campaign is designed to fuel that behavior and educate more audiences about its versatility. It’s not just for noodles, it’s for everything”
As part of its multi-channel launch strategy, MasterChow has also rolled out high-impact outdoor billboards across Delhi-NCR, amplifying the campaign’s core message. The OOH leg ensures top-of-mind recall for daily commuters and brings the “Simple se Sexy” proposition to life at high-traffic intersections. The outdoor splash complements the brand’s digital-first narrative while helping MasterChow establish strong physical-world visibility in a key consumer market.
Complementing the commerce push is MasterChow’s signature Instagram-led storytelling, which has been a defining factor in the brand’s growth. Known for its high-quality, quirky, and relatable content, MasterChow launched the campaign with an in-house produced reel featuring celebrity chef Ranveer Brar, who gave a shoutout to the Blinkit takeover in his signature style. The reel not only adds virality to the campaign but also reflects MasterChow’s ability to own its narrative and connect directly with its digital-native audience.
Watch the reel here: Instagram.com/reel/DMcLfSuTQCH
“We’ve always leaned on organic-style storytelling and thumb-stopping content. This campaign is no different. Our community engages deeply with the brand on social, and we’ve seen that translate into strong recall and repeat purchases,” Kataria noted.
The rollout of “Khaana Banao Simple se Sexy” will continue over the next month with a robust mix ofhigh-tempo digital content, snackable reels, and brand-led partnerships. This multi-phase, omnichannel strategy ensures sustained brand visibility and consumer intrigue across platforms and touchpoints. The campaign forms part of a larger roadmap to elevate chilli oil from a “foodie favourite” to a pantry staple.