MAM
ITC Bingo! introduces three Korean flavour variants a new brand song
Mumbai: 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 a 360-degree media 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.
Today, consumers are increasingly looking to experiment with products and flavours. Research shows that there is a growing interest among consumers to try Korean flavours and engage with Korean culture. According to the Mintel Report, this is more evident among GenZ consumers, with about 30 percent GenZ females showing interest in new Korean 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.
ITC Foods VP & head of marketing, snacks, noodles and pasta Suresh Chand 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 Worldwide 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.
MAM
Mangaldeep partners with Vrindavan Vibes at ISKCON Vrindavan event
Fragrance brand backs youth led kirtan gathering that drew 4000 plus devotees.
MUMBAI: If devotion had a soundtrack, Vrindavan recently turned the volume up. Mangaldeep Incense has partnered with Vrindavan Vibes at ISKCON Vrindavan, an emerging devotional gathering that blends traditional kirtans with a youthful, community driven atmosphere. The first day of the celebrations alone drew more than 4000 devotees, signalling the growing appeal of participatory spiritual events among younger audiences.
More than a festive collaboration, the association reflects a broader cultural shift in how spirituality is being experienced today. Vrindavan Vibes Jamming, described as a kirtan utsav, brings together youth, families and devotees for collective singing within a sacred temple setting, turning devotion into a shared, immersive experience.
For Mangaldeep, the partnership positions the brand as a long term enabler of community led devotion. Vrindavan, long regarded as the spiritual home of Lord Krishna, remains a vibrant centre for bhajans, temple gatherings and devotional music that attracts pilgrims and visitors from across the country.
As part of the collaboration, Mangaldeep has introduced a fragrance led experience within the venue. This includes ambient fragrance pillars designed to enhance the devotional ambience, a curated Khusbhoo Path experience, a selfie booth for visitors to capture shared memories, and specially designed souvenirs for devotees attending the event.
Mangaldeep divisional CEO of the matches and agarbatti division Rohit Dogra said the initiative reflects the changing ways in which faith is being expressed.
“At Mangaldeep, devotion has always been at the heart of everything we do. Today we are witnessing a beautiful shift in how spirituality is expressed, particularly among young India where bhajans and kirtans are becoming vibrant collective experiences of faith and belonging. Our partnership with ISKCON Vrindavan for Vrindavan Vibes reflects this evolution,” he said.
Bhajan and kirtan gatherings are increasingly emerging as spaces for emotional connection and cultural identity, especially for younger audiences looking for a sense of grounding in an otherwise fast paced world. Participants at the event described the gathering as a moment of calm and shared joy, as chants and music brought thousands together in a collective expression of faith.
By aligning with Vrindavan Vibes, Mangaldeep is positioning itself not just as an incense brand, but as a facilitator of shared spiritual experiences, extending its presence from homes and temples to large scale community led devotional platforms.
