Ranveer Singh, an actor in the Indian film industry Bollywood and new brand ambassador for food brand Ching’s Secret, changed his Twitter name today to “Ranveer Ching” as part of the social media marketing effort for the brand.

The initiative, handled by CA Media Digital’s venture Fluence which is India’s leading celebrity digital network – aims to leverage actor’s digital presence for the brand across different social platforms including Facebook, Twitter, Instagram, and YouTube.

Ranveer’s music video for the brand titled “My Name is Ranveer Ching” went LIVE today.

Directed by Shaad Ali with music composed by Shankar Ehsaan Loy and lyrics by Gulzar, this video has been choreographed by Ganesh Acharya, who has also devised a signature Ching’s move. The song has been sung by Arijit Singh.

“I’m really happy,” said Ranveer.