As Halloween fever grips India, Bingo! is taking a witty stand – and it’s hauntingly hilarious. The ITC-owned snack brand’s latest campaign, “Desi Bhoot Bachao” (Save Our Indian Ghosts), pokes fun at India’s growing obsession with Western Halloween traditions while championing the country’s own spooky legends.

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Conceptualised by Tonic Worldwide, the campaign unfolds as a mock news broadcast, complete with chaotic debate panels, street protests, and passionate “citizens” demanding justice for India’s forgotten spirits – from Dayans and Chudails to Pret and Bhootnaths. The satire perfectly captures Bingo!’s signature tone: clever, irreverent, and proudly desi.

“At this point, Halloween parties in India have more Draculas than Dayans,” joked Sudish Balan, Co-founder and Chief Creative Officer, Tonic Worldwide. “With Desi Bhoot Bachao, we wanted to haunt that thought – because our bhoots have way more masala than their videsi cousins.”

The campaign doubles as a cultural reminder, blending humour, nostalgia, and snackable storytelling to celebrate India’s eccentric ghost folklore – all while spotlighting Bingo!’s bold desi flavours like Achari Masti.

Adding an interactive twist, the brand invites viewers to create and share their own protest slogans online, turning the campaign into a social movement for fun-loving horror fans.

With Desi Bhoot Bachao, Bingo! delivers a spooky yet spirited message – this Halloween, skip Dracula and embrace the desi dare.
Because, as the brand cheekily declares, “Darenge toh desi bhoot se hi.”