BRAND: ITC Bingo
Campaign: CID’s Biggest Mystery Yet: Bingo! Mad Angles Mystery Pickle
AGENCY
Josna Joseph
Senior Creative Director, Tonic Worldwide
“Partnering with the legendary CID show gave us the perfect playground to build intrigue, nostalgia, and madness into every frame. From iconic catchphrases to parallel pickle realities, this campaign was all about blending cultural memory with fresh chaos. The result? A snackable mystery that India can’t stop decoding. Just the way Mad Angles likes it.”
CLIENT
Suresh Chand
VP & Head of Marketing, Snacks, Noodles & Pasta, Foods Division, ITC Ltd.
“Achaari Masti has long been our breakout hit and a consumer favourite, so it was only natural that we push the boundaries with another exciting twist on the pickle genre. The entire launch is gamified to engage our core TG from the get-go & the tie up with the show CID has enabled us to craft yet another stand out communication.”
BRAND: Bandhan AMC Limited
Campaign: Raju Bhaiya Ki Kahani
AGENCY
Govind Pandey
CEO, TBWA\India
“Brand milestone campaigns often end up as inward-looking celebrations. We wanted to break that mould. This campaign is a tribute to every ‘Raju Bhaiya’ who once hesitated but eventually believed. We’re grateful to have partnered with Bandhan Mutual Fund as their creative agency.”
CLIENT
Vishal Kapoor
CEO, Bandhan AMC
“As we mark 25 years, we are proud of our role in helping millions transition from savers to investors. From ANZ Grindlays to Bandhan AMC, each milestone underscores our commitment to financial inclusion, innovation, and investor-centricity.”
BRAND: Peps Industries
Campaign: Some Breakups are necessary
AGENCY
Renuka Jaypal
Founder & CEO, Ra Brand Consultancy
“We wanted to dramatise a universal frustration: staying stuck with something that no longer serves you. And that’s where we came up with this relatable messaging to the audience.”
CLIENT
G. Shankar Ramm
Managing Director and Co-Founder, Peps Industries
“At Peps, we’ve always believed that sleep is personal and non-negotiable. Unfortunately, many people don’t realise how much their mattress affects their physical and mental well-being. Our new campaign reminds them, humorously and honestly, that if your mattress isn’t supporting you, it’s time to say goodbye. For Indian sleepers, Spring is still king.”
BRAND: Flipkart
Campaign: Flipkart Supercoins
AGENCY
Savio Banerjee
Group CD, FCB Kinnect
“In a space cluttered with functional demos and forgettable explainers, we saw an opportunity to inject personality into the rewards conversation. Most reward communications feel transactional and impersonal, so we shifted gears. Through Mr. Manmoji, we highlighted Supercoins’ practical benefits in a playful, relatable way that feels distinctly Flipkart.”
CLIENT
Rahat Patel
VP Loyalty, Flipkart
“Our most engaged customers, part of the Plus program, earn SuperCoins on every order. These can then be redeemed across our entire selection of products - from daily essentials and fashion to electronics and beyond.”
