Bingo! turns ‘Big No’ into its boldest punchline yet

How many brands do you know that can look in the mirror, laugh at their flop era and turn it into their power move? Well, Bingo! Potato Chips just did exactly that. The brand is entering its boldest chapter yet — one that begins with a self-roast, crafted in a unique new campaign.

For years, Bingo! has been a crunchy favourite. Coupled with its out-of-the-box humour, it has been a thought leader in the snacking space with iconic brands like Bingo! Tedhe Medhe and Bingo! Mad Angles. But when it comes to Bingo! Potato Chips in North and West, the company admits that it’s been more of a ‘Big No’.

So instead of shying away, the brand is taking this on the chin. The brand’s new campaign unapologetically calls itself out and invites consumers to witness a transformation like never before.

In this new campaign, Bingo! is telling consumers in its signature humorous style, “Yes, we were a Big No. But not anymore!” 

“Humour has always been in Bingo!’s DNA. So, when we decided to re-introduce Bingo! Potato Chips in North and West India, we knew we had to do it our way — with wit, honesty, and swag. This isn’t just about a comeback, it’s about a new energy, a new attitude, and a brand that’s owning its journey, including the successes and failures,” said Suresh Chand, vice president and head of marketing, snacks, noodles and pasta at ITC Foods.

"As a creative team, this was our first rodeo with brand Bingo!, and we’re thrilled that our fun meters and strategic compasses pointed in the same direction. It’s rare, but when mischief and marketing meet at the right spot, magic happens. Here’s hoping BigNo gets a big Yes from both the industry and the audience,” added Rohit Dubey, senior executive creative director at Ogilvy.

The brand’s new pack designs are inspired by a deliciously dark and macabre-inspired aesthetic, tapping into humanity’s love for the beautifully bizarre, with mysterious motifs and flavours.  In a world of safe and same, these packs deliver the drama, turning curiosity into craving. The comeback isn’t just talk. It’s got serious punch with the launch of two electrifying new flavours, Butter Garlic and Himalayan Pink Salt.

Campaign’s take: How many brands do you know that can look at consumer rejection, crack a joke about it, and still walk away with swagger? Bingo! Potato Chips just did that, literally spelling out its North Indian challenge with a cheeky ‘Big No’.

In its latest campaign, the brand embraces what most marketers would bury: a market where its chips didn’t quite crunch. The result? A refreshingly self-aware idea that turns an apparent flop into fuel for reinvention.

The ad features a hidden-camera setup in a supermarket, where store signage boldly reads ‘Big No’. Shoppers stop, stare, and squint in disbelief — some even ask the staff if the chips are fake. The payoff comes when they tear open a pack to find Bingo!’s bold new avatar inside. It’s a witty play on perception, served with a side of surprise.

The company says its six redesigned packs are more than snacks, they’re “weapons of flavour,” featuring moody visuals, experimental designs, and two punchy new variants: Butter Garlic and Himalayan Pink Salt. The creative, led by Ogilvy, balances mischief with marketing precision, showing that irony can sell, when backed by substance.

Bingo!’s reintroduction in the North isn’t just about rebranding; it’s about flipping narrative control. The brand’s humour, long its differentiator, now doubles as a disarming truth serum by turning criticism into connection. In a market crowded with safe bets and sameness, Bingo!’s campaign is both a wink and a wager.

By owning its ‘Big No’ and transforming it into a conversation starter, the brand reminds the industry of an underrated truth: sometimes, the best comeback begins with a laugh at your own expense.