Ching's – The Mini Truck was a street-style food experience built around a branded mini food truck, hosted by Mini Mathur, who cooked a wide variety of interesting recipes alongside Bollywood superstars as the truck toured locations offering tastings and live demos. Produced jointly by Emmay Entertainment and India Food Network (IFN), the series was conceived to bring Desi-Chinese flavours to life for young, urban audiences, blending on-ground energy with digital storytelling.
IFN served as the conceptualisation, content, and execution partner. IFN captured on-ground moments as fast, snackable content, worked alongside Mini Mathur, chefs and creators to bring each episode to life, and amplified the experience in real time across its platforms. Through this, IFN extended the campaign beyond its physical locations, turning live, in-the-moment experiences into scalable digital reach for Ching's.