Bingo! Potato Chips has made a striking comeback in North and West India with a campaign that embraces humor, honesty, and a touch of mischief. Acknowledging its past challenges in these markets, the brand has launched a self-aware, playful “self-roast” campaign to reintroduce its potato chips range – now featuring two new flavours: Butter Garlic and Himalayan Pink Salt.
The campaign cleverly flips the old perception of Bingo! being a “Big No” into a confident, energetic “Big Yes,” using humour as the foundation for its reinvention. The refreshed packaging sports a dark, stylised design aesthetic inspired by macabre art, signalling the brand’s shift towards a bolder, more experimental personality that resonates with younger, trend-driven consumers.
Suresh Chand, VP & Head of Marketing, Snacks, Noodles & Pasta, ITC Foods, said,
“Humour has always been part of Bingo!’s DNA. When we decided to reintroduce Bingo! Potato Chips in North and West India, we wanted to do it our way – with wit, honesty, and a whole lot of swag. This campaign isn’t just about a comeback; it’s about embracing a new attitude, a renewed energy, and owning our journey – the highs and the lows.”
Adding to this, Rohit Dubey, Senior Executive Creative Director at Ogilvy, shared,
“As a creative team, this was our first project with Bingo!, and it’s been a blast. When fun and strategy align perfectly, that’s where the real magic happens. This campaign is all about turning self-deprecation into strength – and we hope the Big No truly becomes a Big Yes among both audiences and industry peers.”
With this witty, self-referential campaign, Bingo! repositions its potato chips as a modern, edgy snack brand that isn’t afraid to laugh at itself – while serving up fresh flavours, bold design, and a big dose of personality.
