Bingo! Mad Angles uses humour to tackle everyday conflict

Bingo! Mad Angles has rolled out a new digital campaign titled ‘Mad for Peace’, using humour to address the growing sense of tension seen across public discourse and daily life. Staying aligned with its long-running brand platform ‘har problem ka mad solution’, the campaign positions the snack as an unlikely mediator in moments of conflict, transforming heated arguments into shared moments of agreement.

Set against a backdrop of familiar and relatable disagreements, the brand film depicts arguments that play out across multiple settings. These include confrontations between news anchors, disputes within neighbourhoods, disagreements among friends and even larger global stand-offs. The narrative builds through quick, sharp exchanges, reflecting how easily everyday conversations can escalate. At the peak of each conflict, Bingo! Mad Angles enters the frame with a simple, irreverent solution: offering a pack of Mad Angles chips that prompts even the most aggressive opponent to respond with an appreciative ‘MMMMMM’.

The creative idea hinges on the brand’s long-established association with exaggerated flavour reactions and playful irreverence. By reinterpreting the ‘MMMM’ expression not just as a response to taste but also as a sign of agreement, the campaign extends a familiar brand asset into a broader cultural context. The result is a tongue-in-cheek commentary on how shared enjoyment can briefly cut through disagreement.

To extend the campaign beyond the brand film, Bingo! Mad Angles has partnered with Zepto for a limited-time activation. As part of this collaboration, users can redeem a coupon offering up to INR 20 off on a pack of Bingo! Mad Angles ordered via the quick-commerce platform. The activation encourages consumers to ‘broker peace’ in their own lives using the brand’s playful premise, reinforcing the campaign idea through a transactional and participatory mechanic.

Commenting on the campaign, Suresh Chand, vp and head of marketing, snacks noodles and pasta, foods division, ITC Ltd., said, “Bingo! Mad Angles has always been a brand that looks at life a little differently through a bolder, quirkier lens. Whether it’s our flavours or our humour, we love hopping onto what’s trending and flipping it our way. With ‘Mad for Peace’, we have reimagined the brand thought of ‘har problem ka mad solution’ providing a wacky solution for a very relatable problem that we are all living through.”

The campaign has been conceptualised by Ogilvy Mumbai, continuing the long-standing creative association between the agency and the brand. The film leans into absurdity as a deliberate creative choice, ensuring that the message remains light-hearted rather than preachy, while still tapping into a recognisable cultural mood.

Saurabh Kulkarni and Shahrukh Irani, executive creative directors at Ogilvy Mumbai, said, “The ‘MMMM’ sound is a great brand asset. It conveys yumminess but it can also mean agreement. We put this to good use and the result is absurdity. Because everything we do on Mad Angles has to be MAD.”

Through ‘Mad for Peace’, Bingo! Mad Angles reinforces its positioning as a culturally responsive snack brand that uses humour to remain relevant. By combining a topical insight with platform-native storytelling and a commerce-led activation, the campaign demonstrates how FMCG brands can engage audiences through levity while staying rooted in a consistent brand idea.