The “No chilli; no eat” tag line was clearly targeted at identifying with Singaporeans. However, with my profound *ahem* knowledge of Singlish, I declare it improper Singlish in that nobody in Singapore actually speaks like that. It smacks of the arrogant air or the foreigners who hop on a taxi and say “Bukit Timah lar”. Totally wrong use of lar which, contrary to popular belief, is not meant to be added to every Singlish sentence.
For the avoidance of doubt, I am not anti foreigners. There are arrogant foreigners just as there are snotty Singaporeans, both are equally deplorable. I’m just saying the creator of this ad falls on the arrogant side, which I am finding more amusing than anything.