Bingo! Potato Chips has launched a new campaign that takes a self-aware approach, openly acknowledging its past performance and positioning it as part of the brand’s evolution.
Long known for its humour and experimentation through products like Bingo! Tedhe Medhe and Bingo! Mad Angles, the brand is now revisiting its presence in North and West India, where Bingo! Potato Chips has previously struggled to gain traction. Instead of avoiding this challenge, the company’s latest campaign directly references its past shortcomings, with the tagline flipping the “Big No” into a “Big Yes”.
The relaunch introduces two new flavours — Butter Garlic and Himalayan Pink Salt. Butter Garlic is described as the first of its kind in the chips category, offering a garlic bread-like taste, while Himalayan Pink Salt caters to consumers looking for a subtler profile, featuring chips tinted with a pink hue.
The redesigned packs take on a darker, more unconventional visual style, featuring macabre-inspired elements and bold graphics intended to create distinct shelf appeal. The creative direction aligns with the brand’s attempt to reconnect with consumers through a mix of self-deprecating humour and bold design.
“Humour has always been in Bingo!’s DNA. So, when we decided to re-introduce 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 about a comeback, it’s about a new energy, a new attitude, and a brand that’s owning its journey — the successes and the failures,” said Mr. Suresh Chand, VP & Head of Marketing, Snacks Noodles & Pasta, ITC Foods.
“As a creative team, this was our first rodeo with brand Bingo!, and we’re thrilled that our fun meters and strategic compasses pointed in the same direction. It’s rare, but when mischief and marketing meet at the right spot, magic happens. Here’s hoping BigNo gets a big Yes from both the industry and the audience,” said Mr. Rohit Dubey, Senior Executive Creative Director at Ogilvy.
The campaign, released across digital platforms, reflects a more candid and self-aware tone for Bingo! as it seeks to re-establish itself in the competitive potato chips category.
