Bingo! launches its new flavour with a nostalgic twist and a CID-style mystery.
Bingo! Mad Angles, from ITC’s snacks portfolio, has unveiled a bold new variant-Mystery Pickle-expanding its popular Mad Angles range. Riding on the success of the Achaari Masti flavour, this launch celebrates India’s deep-rooted love for pickles, this time with an unexpected twist.
To bring the launch alive, Bingo! has partnered with the iconic characters from the crime series CID, featuring ACP Pradyuman, Daya, and Dr. Salunkhe in a gripping, entertaining TVC. The film showcases the trio investigating the mysterious new flavour with their signature forensic drama. The twist? They encounter their own doppelgangers from an alternate universe-adding layers of humour, suspense, and nostalgia.
Suresh Chand, VP and Head of Marketing – Snacks, Noodles & Pasta, ITC, shared, “Achaari Masti was a fan favourite, and with Mystery Pickle, we’re pushing the envelope again. Gamifying the launch and tying up with CID has helped us build a high-engagement, standout campaign rooted in fun and intrigue.”
Josna Joseph, Senior Creative Director, Tonic Worldwide, added, “This wasn’t just about a new flavour-it was a full-blown whodunnit. With CID’s legacy and cultural recall, we tapped into nostalgia while crafting a mad, snackable mystery.”
Bingo! Mad Angles Mystery Pickle is now available nationwide across local retailers, modern trade outlets, and major e-commerce platforms.
