Campaigns / 2024

MasterChow

× Ranveer Brar

A year of leftovers

A challenger brand, a celebrity chef, twelve hours.

What we did: Positioning, content strategy, production
Kind of work: Celebrities · Batch Cooking · Packaging
When: 2024

12-hour shoot
4 shorties · 4 bytes · 2 founder films
1.15M views on the launch film

The order

MasterChow was taking on Ching's, Maggi and Top Ramen with better manufacturing and distribution than content. Then they signed Ranveer Brar and needed to know what to do with him.

How we cooked it

We did the positioning and the content plan first, then the shoot. Four scripted shorties (the clapboard retake, the restaurant at home, the multiplying Ranveer), four product bytes, two conversations between Ranveer and the founder, packaging shots in grey limbo done in an hour flat, and seven food mood stills. All in one twelve-hour day in February 2024. A pneumatic noodle rig followed in 2026 for round two.

How it went down

afaqs credited Studio Fry for creative and production. The launch film has 1.15 million views on MasterChow's channel. Seven months later the brand raised a $6.5 million Series A; we're not claiming that one, just noting the order of events.

Source: afaqs, 19 Apr 2024 Inc42, 30 Nov 2024

The campaign · 10 images