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Ching's Secret Crosses 100,000 Fans on Facebook

Leading Food FMCG brand becomes the 1st Indian product brand to reach the landmark.

Delhi, India, March 26, 2010 --( The Ching's Secret Facebook community is part of the larger aim at Ching's to achieve word of mouth marketing. Ching's has helped build communities around their brand offline, at colleges, schools, Offices, kitty parties, housing societies. The idea was to extend this online. Ching's Secret leverages YouTube, Twitter, Buzz and Facebook for the same. But Facebook is the fulcrum of their efforts. Mr Rahul Mehta, Business Head of Ching's Secret says, "Goal is to create a 1-1 relationship with our customers. Secondary goal is to take ownership of the Chinese food category and Instant Noodles and Soups category. Our competition stands for instant noodles for kids while Ching's is instant noodles 2.0 connecting with the youth and tech savvy folks in the language they best understand and a place which is most relevant to them". Mr Mehta further adds, "We have used a mix of content about food, Chinese, contests, giveaways, cookery recipes, market research quizzes to build the connectivity and empathy with our fans. To drive traffic we have used offline pushes, online advertising and the organic growth because of viral spread of content."

Mr Ajaay Gupta CMD of Capital Foods Ltd- brand owners of Ching's Secret, Smith and Jones and Raji brands said on the occasion, "The entire online project has helped give voice to our brand advocates. There are now 1 lakh people openly advocating using our products and endorsing us. will rank Ching's amongst the top 1-2 brand led sites in the country. There is immense knowledge that we have gained about our own products- how people use them, why, when and where. FMGC companies are normally separated from end consumers by 5-6 layers- super stockists, distributors, sub distributors, retailers and media. Here we have cut across and reached our consumers directly. It also gives us access to situations where our products may not be available in some stores and we can get our supply chain team to quickly address that. We are using the social media for crowd sourcing and to track what are the next flavours to launch. We are moving from a central control of our Ching's brand to slowly transferring the ownership to end consumers. This is a fundamental and paradigm shift in marketing philosophy that will manifest in various ways. Social media is the catalyst in that".

There are approximately 5 crore Indians online and 1 crore Non resident Indians. Facebook alone now has 75 lakh Indians and 40 lakh Non resident Indians. That is comparable to most national newspapers. Also over the next 3-4 years this is only going to rise massively. The Return on investment on social media is way better than traditional media. Facebook is the best place to reach Sec A+, A and B+. The YouTube channel of Ching's Secret is also now the #1 cookery show online from India.

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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.
Contact Information
Ching's Secret
Rishabh Modi
+91 9769060466

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