Campaign India Team
Dec 22, 2009

ITC Foods spoofs dubbed Hollywood flicks in new Bingo! Chips campaign

Soon after unveiling a campaign for its recently launched Red Chilli flavour, ITC Foods' Bingo! Chips has rolled out its latest campaign for the International Cream and Onion flavour. Conceptualised by O&M, the TV-led campaign aims to take forward Bingo! Chips' tongue-in-cheek humour.

ITC Foods spoofs dubbed Hollywood flicks in new Bingo! Chips campaign

Soon after unveiling a campaign for its recently launched Red Chilli flavour, ITC Foods' Bingo! Chips has rolled out its latest campaign for the International Cream and Onion flavour. Conceptualised by O&M, the TV-led campaign aims to take forward Bingo! Chips' tongue-in-cheek humour.

Speaking to Campaign India, Malvika Mehra, group creative director, O&M said, "We were tasked with announcing an exciting new flavour - International Cream and Onion from the Bingo! stable, with this campaign."

Watch the commercial here:


The ad opens in the middle of a scene where a couple of foreign archeologists are trying to flee from dozens of mummies in an underground cave. They are conversing with each other in Hindi. As the chase reaches its climax one of the archeologists stops fighting and brings the entire sequence to a halt by asking one question – ‘hum sab hindi mein kyun baat kar rahein hain (why are we all talking in Hindi?’). As he says this it seems realization also dawns on the mummies as they look around and nod at each other. A VO takes over and says, "Because it is an ad for Bingo! International Cream and Onion flavor which is truly international in taste but made in India." The TVC aims to spoof the trend of dubbing popular Hollywood movies into Hindi, thus taking forward Bingo!'s humourous positioning.

This new commercial is in a complete contrast to the previous campaign for the same flavour, where the setting was entirely that of rural India. Commented Mehra, "This was the second film in the series to announce the International Cream and Onion flavour. In keeping with the unpredictability and craziness of brand Bingo!, the take on dubbing Hollywood flicks in Hindi seemed like a nice thought to announce a flavour that was truly 'International' but 'Made in India'."

"As always humour is the lead emotion in any Bingo! commercial. We always, always try to entertain consumers while giving new stories, so they are more memorable. 'Mummy' was no different," she said.

Credit details:

Project : Bingo! Mummy
Client: ITC Foods Bingo!
Agency: Ogilvy & Mather, Bangalore
National creative director: Rajiv Rao
Creative director: Malvika Mehra, Amit Akali, Vipul Thakkar
Copywriter: Sendil Kumar, Vipul Thakkar
Client servicing team: Tithi Ghosh, Sanghamitra Misra, Sariga Menon
Planning team: Ramesh Kumar
Production house: Soda Films
Director: Rajesh Krishnan
Post-production studio: Pixion
Media agency: Lintas Media Group
Media used: TV

Take a look at some of O&M's other campaigns here:

O&M builds buzz for STAR's new weekend show

Zoozoos hit TV screens for the second time

O&M produces 'Moochwali' for Fevicol’s 50th anniversary

The Economist's new campaign looks at deeper engagement

Sprite pushes ‘fridge pack’ in new 360-degree campaign

 

 

 

Source:
Campaign India

Related Articles

Just Published

7 hours ago

Rural consumption continues to outpace urban ...

The latest data from NielsenIQ indicates that rural areas have become the primary driver of consumption growth in the FMCG sector, a reversal of previous trends where urban centres led growth.

8 hours ago

Havas to offer staff up over $40 million in ...

Bosses could get extra $8 million in cash bonuses for working on separation from Vivendi, prospectus reveals.

9 hours ago

FCB/SIX India announces key senior leadership ...

Since its launch in 2023, the agency’s staff has tripled, now numbering approximately 170 team members.

10 hours ago

Trump’s victory isn’t just America’s crisis—it’s a ...

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.