Bingo! Mad Angles has launched a new digital campaign titled Mad for Peace, drawing on everyday disagreements seen at home, at work and in public discourse. The campaign builds on the brand’s platform, 'Har problem ka mmmmmad solution'.
The brand film presents a series of common conflict situations, including debates between news anchors, disputes in neighbourhoods, disagreements on the global stage and arguments among friends. At moments when tensions rise, Bingo! Mad Angles appears as a mediator, offering a pack of chips. The gesture is positioned as a way to prompt the opposing party to pause and respond with an approving “MMMMMM”.
Alongside the film, the brand has partnered with Zepto for a limited-time activation. Users can redeem a coupon of up to INR 20 off to order a pack of Bingo! Mad Angles via Zepto, encouraging them to use the product as a way to defuse everyday arguments.
Mr. Suresh Chand, VP & Head of Marketing, Snacks Noodles & Pasta, Foods Division, ITC Ltd. said, “Bingo! Mad Angles has always been a brand that looks at life a little differently through a bolder, quirkier lens. Whether it’s our flavours or our humour, we love hopping onto what’s trending and flipping it our way. With ‘Mad for Peace’, we have reimagined the brand thought of “har problem ka mad solution” providing a wacky solution for a very relatable problem that we are all living through”.
Adding to this, Saurabh Kulkarni and Shahrukh Irani, Executive Creative Directors, Ogilvy Mumbai said, “The ‘MMMM’ sound is a great brand asset. It conveys yumminess but it can also mean agreement. We put this to good use and the result is absurdity. Because everything we do on Mad Angles has to be MAD.”
