ITC Foods rolls out latest campaign for Bingo!'s new flavour

ITC Foods has recently rolled out its latest TV-led campaign for Bingo! chips. The campaign promotes the brand's latest flavour, Red Chilli Bijli, and has been created by Ogilvy India.

Speaking to Campaign India, Malvika Mehra, group creative director, Ogilvy India said, "Basically the objective was to announce the really spicy Red Chilli Bijli flavour of potato chips from the Bingo! stable."

Watch the TVC here:

 

A boy and girl are shown to be communicating with each other from their balconies. The girl is steadily munching Bingo! Red Chilli Bijli chips. The boy is seen pacifying his irate girlfriend who has been waiting for him to turn up for their balcony date. The boy tries a lot of ways to calm her down by gestures and compliments. Finally when he gets her to smile, he takes the opportunity to ask her to blow him a kiss. After a momentary show of reluctance, she finally blows one towards him, which he happily tucks into his shirt pocket. Suddenly, the boy's shirt is shown to be ablaze, simply because the girl has been eating Bingo! Red Chilli Bijli chips.

Commenting about the objective of the campaign, Mehra says, "We had to announce the really spicy Red Chilly Bijli flavour of potato chips from the Bingo! stable. Fire is the utmost exaggeration of spicy and that's what we played on. The balcony, because it is such an appropriate setting for a romance between two neighbours, also the distance justifies the 'flying kiss'."

The creative team that has worked on the campaign includes Rajiv Rao, Abhijit Avasthi, Mehra, Amit Akali, Vipul Thakkar and Sendil Kumar. The film has been directed by Ayappa of Footcandles Films.

Credits:

Project: Flying kiss
Client: ITC Foods - Bingo!
Creative Agency: Ogilvy India
National creative director: Rajiv Rao, Abhijit Avasthi
Creative director: Amit Akali, Malvika Mehra, Vipul Thakkar
Copywriter: Sendil Kumar/Vipul Thakkar
Production house: Footcandles
Director: Aiyappa
Post-production studio : Prime Focus
Client servicing director: Tithi Ghosh
Group account manager: Sanghmitra Mishra
Account executive: Sariga Menon