When a commercial is backed by a ₹150-crore budget, directed by Atlee, and fronted by Ranveer Singh, expectations are naturally high. Agent Ching Attack, the latest ad film from Ching’s Desi Chinese, delivers on those expectations in both scale and spectacle. It’s loud, explosive, and unapologetically over-the-top — and for the most part, that’s exactly what makes it work.
From the opening frame, Atlee sets the tone. There’s no build-up, no subtlety. You’re thrown straight into a high-octane universe where Ranveer Singh plays a spy who doubles as a saviour and a noodle evangelist. He fights, dances, flies, and even breaks the fourth wall — all in the name of flavour. Sreeleela adds glamour and grit, holding her own next to Ranveer’s never-dialled-down energy. Bobby Deol plays the villain with comic menace, balancing out the chaos with a stylised performance that fits perfectly into the world.
If we go by the visuals, the ad is stunning. The action choreography is polished, the CGI is clean, and the production design is far superior to anything we’re used to seeing in commercials. Every frame is packed with detail and colour, and the energy rarely dips. The music is catchy, the dialogues are tongue-in-cheek, and the pace is relentless.
At nearly five minutes, Agent Ching Attack begins to feel indulgent. What starts as fun eventually becomes overwhelming. The ad tries to pack in too many elements — story, spectacle, humour, romance — and as a result, your eyes begin to wander before the end. It’s a classic case of style overtaking substance. You admire the craftsmanship, but you also find yourself checking the time.
This is an audacious campaign. It pushes the boundaries of what advertising in India can look like. Ching’s has never shied away from going big, but this time, they’ve gone bigger than most films. It’s entertaining, it’s ambitious, and it has Ranveer Singh in peak form.
Just be prepared to take a breath when it’s over.
