Kolkata : ITC
Bingo!’s latest offering Bingo! 2X Hot and Spicy Korean-style chips are all set
to delight consumers with its three sizzling formats – Bingo! Original Style,
Bingo! Hashtags and Bingo! Potato chips. Recognising the Indian consumers’
undeniable love for all things Korean, from K-drama to K-pop and now Korean
cuisine, Bingo! is the first brand in India to launch Korean-flavoured savoury snacks.
To amplify the launch and tap into the K-wave,
Bingo! has collaborated with popular South Korean singer Aoora, for a new song
– Maeun Maeun, which means Spicy,
Spicy in Korean. The music video has been conceptualised and developed by Tonic
Worldwide. The song is fun, catchy and energetic, set to resonate perfectly
with the vibe of the brand. This strategic collaboration leverages the immense
popularity of Korean pop culture (K-pop) amongst the target audience, creating
a wider buzz around the launch of Bingo! 2X Hot and Spicy Korean-style chips.
The brand is planning 360-degreemedia campaign to
connect with the audience. Bingo! will leverage social media to engage users
and generate pre-launch excitement. The brand will tap into the relevant online
spaces by being present on K-Pop and Gen Z music lineups across leading
platforms like Spotify and YouTube. Bingo! will leverage music channels to
organically position the song as an engaging content. Promotional spots
featuring the song will be strategically placed across movie, music, and
general entertainment channels. The brand has also partnered with approximately
15 influencers across regions, including Korean influencers in India, Indian
influencers in Korea and food vloggers, to spread awareness about the new
launch.
ITC Bingo! has always been at the forefront of
bringing differentiated and innovative snacking experience to Indian consumers.
It has carved a niche for itself by bringing several ‘industry– first’ products
such Mad Angles!, Hashtags! that takes consumers on an adventure of textures
and flavours.
Having
identified a gap in the market for a Korean-inspired product in the snacking
segment, Bingo! Korean-style delivers an authentic taste experience that
perfectly blends the essence of fiery Korean-style flavours with Bingo!’s potato
chips.
Mr. Suresh Chand, VP & Head of
Marketing, Snacks, Noodles and Pasta, ITC Foods, commented on the launch, "The Korean culture has significantly penetrated in India especially
among the GenZ audience. We, too, noticed that our consumers are seeking Korean
experiences in snacking. Catering to this demand, we have launched the all new first-of-its
kind spicy, tangy Korean-Style Chips in the Indian market. Infused with
Korean-inspired flavours tailored to the spice-loving palates of India, we are
confident that this range will delight our consumers.”
Spokesperson from Tonic Wordwide said, “This collaboration between Bingo and Aoora is twice as spicy. ‘Maeun’ means spicy in Korean. The new
flavour is so spicy that we had to add another ‘Maeun’! As an agency, we are obsessed
with the consumer, their behaviour, so when it came to launching a product that
is for the GEN-Z, we wanted to do it in their language. K-Pop, is way beyond a
music genre for the audience, it’s a part of their culture. The catchy song
captures the core essence of the new flavours Korean style. Super excited!.”
The new range will be available across all markets
in India in convenient and pocket-friendly packs.
Links:
https://youtu.be/MhzS1YjVUFk?si=I4cFu3lflJatkWPn
https://www.instagram.com/reel/C4Zrk_SoRSm/?igsh=a2FsNDI2b2Q3NWps
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