Chess fans were in for a surprise when Grandmaster Hikaru Nakamura appeared in a fun and unexpected ad for Aashirwad Namak, a popular Indian salt brand. The video shows Hikaru sitting at a chessboard, calmly talking about strategy—then suddenly promoting salt with a cheeky line: “Even my endgames need a little seasoning.”
The ad quickly went viral, especially in India, where Hikaru has a huge fanbase thanks to his collaborations with streamers like Samay Raina. Many viewers found the ad hilarious and charming, saying it’s the most unexpected brand partnership of the year.
This isn’t Hikaru’s first time connecting with Indian audiences. He’s spoken before about his love for Indian food and how much he enjoys the energy of Indian chess fans. The salt ad seems to be part of a bigger campaign, as Aashirwad Namak has also appeared in chess-related documentaries and events.
This video of GM HIKARU Nakamura doing an Ad for Aashirwad Namak— pic.twitter.com/P15NX423od
— Áz (@absurdistoic) September 23, 2025
Despite the humor, Hikaru remains one of the strongest players in the world. He’s a five-time U.S. champion and continues to dominate online and over-the-board tournaments.
Fans are sharing memes, reaction videos, and jokes about the ad, calling it “spicy,” “brilliant,” and “totally unexpected.” Whether it’s a one-time stunt or the start of more brand deals, one thing’s clear—Hikaru knows how to keep things fresh.
As of September 2025, Hikaru holds impressive ratings across formats:
- Classical: 2807
- Rapid: 2738
- Blitz: 2838
He’s currently chasing a spot in the 2026 Candidates Tournament through the rating qualification path, and has been actively competing in smaller tournaments to meet the required number of classical games.
Just days ago, Hikaru faced off against World No. 1 Magnus Carlsen in the final round of the Titled Tuesday online event. In a sharp tactical battle, Hikaru defeated Carlsen with Black pieces, adding another win to their long-standing rivalry.
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