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

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