![]() ![]() This week’s Brand Saga unravels Ching’s Secret advertising journey and how it went onto win millions of hearts with its dramatic tale.Ī research conducted by AIMS several years ago had revealed that the demand for Chinese food in India grew phenomenally in the late 80s to an extent that in Mumbai alone there were around 10K roadside Chinese food stalls setups till 1990 from just 4-5 restaurants in 1987. A local player dreamt of going national with the idea of ‘Desi Chinese’ and a few products in hand.
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