Ching’s Secret has long belonged to Ranveer Singh, who sang “My Name is Ranveer Ching,” battled villains, and even travelled to space, all powered by Schezwan Chutney. Earlier this year, the brand revived the property with a new version of the song alongside Sreeleela. Now, without an official ambassador title, Alia Bhatt seems to have quietly stepped into the role.
In YRF’s spy thriller Alpha, starring Alia Bhatt and Sharvari alongside Anil Kapoor and Bobby Deol, Alia plays a fearless, battle-ready spy. Amid the stunts and espionage, the film slips in an unexpectedly spicy moment: a scene where Alia cooks noodles with Ching’s Schezwan Chutney sitting unmistakably in frame. Just in case anyone misses the branding, she seals the recall by declaring, “I just love Desi Chinese,” the exact phrase Ching’s has spent years building its identity around.
The tie-in extends beyond the film itself, with Ching’s releasing an official promotional video featuring Alia and Sharvari celebrating the chutney’s bold personality, positioning it as a flavour “worthy of an Alpha.”
Alpha isn’t short on brand placements, Sharvari wears Calvin Klein through parts of the film, and both actresses ride Hero XPulse motorcycles. But among all the integrations, Ching’s arguably lands the strongest recall. Action sequences are expected in a spy thriller; watching Alia Bhatt casually plug “Desi Chinese” mid-mission is not, and that’s exactly why it sticks.
