ITC Food's Bingo! has launched a new campaign 'Har angle se mmmm...' for Mad Angles Achari Masti. The campaign has been created by O&M based on the brief that the ad needed to own the unique triangular shape of Bingo Mad Angles.
The spot opens in a company's boardroom where a presentation shows three different options for the shape of the snack, which, in fact, are identical triangles. The members have a debate on the best shape and they can't seem to reach a conclusion. The voice over then declares that Bingo! Angles Achari Masti is 'Har angle se mmmm...'.
Says Malvika Mehra, group creative director, O&M, "We created this campaign to appropriate the triangular shape of the product. The brand was launched more than a year back and we were the first ones to launch the triangular shape snack in the market and it has been a success."
She adds, "The film is based on a ridiculous premise, in a complete Bingo! style. The people in the boardroom are debating over three similar triangular options. So it is basically a funny joke."
Interestingly, PepsiCo's Kurkure recently launched a new product Desi Beats which had a similar shape as that of Mad Angles. They released campaign featuring Kareena Kapoor which was designed by JWT.
When asked if this was one of the triggers for the campaign, Mehra said that Desi Beats would be looked upon as a me-too as Mad Angles was launched much before.
Creative Team: Malvika Mehra, Amit Akali, Sameet Ali Soni
Production House: Footcandles Films