Ching’s Secret Celebrates IIT Delhi Youth Festival Rendezvous09 as a Sponsor

Ching's partners with IIT Delhi Rendezvous

Delhi, India, September 20, 2009 --( Ching’s Secret has partnered with IIT Delhi for its youth festival Rendezvous 09. It will be present throughout the festival by way of branding, on ground games and events, online promotions as well as sponsors of Gift hampers for winners and judges. Rendezvous will also be gifting a Ching’s Instant Noodles pack to every single participant of the festival. Ching’s is also setting up 4 kiosks across the festival grounds and will be serving delicious and prepared hot soups and instant noodles for all.

“The remote control has spelled disaster for TV advertising. The blind spot to traditional advertising is increasing. Experiential marketing is what youth relate to. They don’t want to be sold to. They want to buy. They want to belong. Rendezvous is a major event in the social calendar of the North Indian Youth and Ching’s Secret proudly associates with the same” said Rahul Mehta, Business Head Ching’s Secret.

Mr Mehta added, “A brand is simple, it’s who you are, it’s your identity. At the same time, a brand is who you decide to partner with and IIT Delhi is the right fit for Ching’s brand architecture. Ching’s Secret is a premium brand and so is IIT Delhi and the fit is perfect”. The core values of Ching’s are young, contemporary, experimental, and adventurous and these are all values common to the Indian Youth and Ching’s. The lifestyles that today’s youth lead have them experimenting with different kinds of foods. They want an adventure in the kitchen without losing the core values of their own taste profiles. Convenience is also an important choice driver. Ching’s Secret was also associated with the popular youth festivals Malhar of Xavier’s College, Mumbai and Umang of NM College, Mumbai. Ching’s Instant Noodles in unique Chinese flavors- Schezwan, Manchurian and Hot Garlic has fast emerged as the #1 choice of the youth. It has developed grounds up as a cult brand amongst hostelites, the college goers, the office goers and the bpo worker.

Mr Siddharth Jhawar, Coordinator of Rendezvous said, “We see a great connect between ours and Ching’s core audiences. Ching’s is a favourite of college students everywhere in India and we are proud to be sponsored by Ching’s. We hope to continue this partnership over many years. So come and join IIT Delhi Rendezvous 09 and Ching’s Secret from September 23rd -27th.”

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About Ching’s Secret:
Ching’s Secret is a popular Chinese ingredient brand launched in 1996. Its focus is to bring Real and Tasty Chinese food to the Indian audience. It helps Indian consumers make their favorite Chinese dishes at home. Available as Pouring sauces, Stir-fry sauces, Hakka Noodles, Soups and now Instant Noodles. Ching’s Secret is brought to market by Capital Foods Ltd- The fastest growing food company in India Capital Foods Ltd is HAACP and ISO 22000 certified so world class quality is expected.

About Rendezvous
Organised by the premier educational institution IIT Delhi, Rendezvous enters in its 31st edition this year. Undoubtedly the biggest college festival in north India, this cultural extravaganza witnesses a participation of over 40,000 people. In the past celebrities like John Abraham, Kailash Kher, KK, Shubha Mudgal, Parikrama, etc. have graced Rendezvous. This year the death metal band Malefice is performing for the first time in India where as Aman Ali Bangash and Ayaan Ali Bangash would be mesmerizing the classical night. Various other celebrities are being tied up with and like every year, Rendezvous promises to be a huge success. For more log onto

Ching's Secret
Madhu Pai
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