Bingo! Chips recently unveiled its campaign for its International Cream and Onion flavour. The campaign has been conceptualised by O&M and depicts an absolute tongue-in-cheek humour.
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.”
The opening shot features a couple of foreign archaeologists in an underground cave attempting to flee from dozens of mummies. While all of them are conversing in Hindi the chase reaches its climax and one of the archaeologists stops and asks – ‘hum sab hindi mein kyun baat kar rahein hain? (Why are we all talking in Hindi?’). On hearing this realization also dawns on the mummies and they look around an d exchange nods after which the following VO is heard- “Because it is an ad for Bingo! International Cream and Onion flavour which is truly international in taste but made in India.” The TVC is a spoof on dubbing popular Hollywood movies into Hindi, thus taking forward Bingo!’s humorous positioning.
The new commercial is very different from the earlier one, where the setting was entirely that of rural India. Mehra commented, “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 added.