ITC Foods has launched its new TVC for Bingo! Chips. This campaign created by Ogilvy India has been released with a view to promote the brands new flavour Red Chilli Bijli
“Basically the objective was to announce the really spicy Red Chilli Bijli flavour of potato chips from the Bingo! stable.” Said Malvika Mehra, group creative director, Ogilvy India.
The commercial features a young boy and girl trying to communicate with each other from their respective balconies. The girl is munching on a packet of Bingo! Red Chilli Bijli chips. The boy is effortlessly trying to pacify his irate girlfriend who was made to wait for him until he turned up for their balcony date. The boy tries to calm her by using various gestures as well as complements. When she finally smiles, he asks her to give him a flying kiss, after much reluctance she eventually blows him a kiss and he happily tucks it into his shirt pocket. As soon as he does that his pocket catches fire, the reason being the girl had been eating Bingo! Red chilli Bijli chips.
Speaking about the objective of the campaign, Mehra commented, “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 film has been directed by Ayappa of Footcandles Films and the creative team that is behind the campaign includes Rajiv Rao, Abhijit Avasthi, Mehra, Amit Akali, Vipul Thakkar and Sendil Kumar.