ITC’s Bingo! Potato Chips has made a bold return in North and West India with a campaign that embraces humour, self-awareness, and design reinvention. Acknowledging its underperformance in these regions, the brand’s latest communication reintroduces Bingo! Potato Chips with a playful self-roast that transforms past perception into present confidence.
Bingo! – Reclaiming the ‘Big No’
The campaign cleverly flips the old perception of Bingo! being a “Big No” into an assertive “Big Yes.” Rather than masking its past, the brand leans into it — using wit as both shield and sword. This repositioning not only reinforces Bingo!’s long-standing association with humour but also introduces a sharper, more experimental attitude for today’s consumers.
New Flavours Meet New Personality
Leading the relaunch are two contemporary flavours — Butter Garlic and Himalayan Pink Salt — designed to appeal to evolving taste palettes. Complementing this is a complete visual overhaul: darker tones, stylised pack art, and a macabre-inspired design aesthetic that signals a shift from quirky fun to bold expression.
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Humour, Honesty, and Swag
“Humour has always been in Bingo!’s DNA,” said Suresh Chand, VP & Head of Marketing, Snacks, Noodles & Pasta, ITC Foods. “So, when we decided to reintroduce Bingo! Potato Chips in North & West India, we knew we had to do it our way — with wit, honesty, and swag. This isn’t just a comeback; it’s a new energy, a new attitude, and a brand that’s owning its journey — the successes and the failures.”
Adding to that, Rohit Dubey, Senior Executive Creative Director at Ogilvy, said, “When mischief and marketing meet at the right spot, magic happens. Here’s hoping Big No gets a Big Yes from both the industry and the audience.”
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Bingo! – A Confident Comeback
In a market where snack brands often chase trends, Bingo!’s self-deprecating humour stands out as refreshingly human. The campaign doesn’t just relaunch a product — it reclaims a voice. By blending authenticity with irreverence, Bingo! signals that sometimes, the smartest comeback is the one that laughs first.
