Brands
Bingo Brokers Peace One Crunch at a Time
MUMBAI: When tempers flare, Bingo! Mad Angles is suggesting a crunch instead of a comeback. Staying true to its irreverent “har problem ka mmmmmad solution” philosophy, the snack brand has launched a new digital campaign, Mad for Peace, using humour and chips to poke fun at the arguments that dominate daily life.
The film opens in familiar conflict zones, heated TV debates, neighbourhood squabbles, global stand-offs and friendly fallouts where voices rise and patience runs thin. Just as the tension peaks, Mad Angles steps in as an unlikely peace negotiator, offering a pack of chips. One bite later, outrage softens into a collective “MMMMMM”, reframing disagreement as agreement, at least for a moment.
The idea extends beyond the screen through a limited-time partnership with Zepto. As part of the activation, users can redeem a coupon of up to Rs 20 to order Bingo! Mad Angles and attempt peace talks the crunchy way, turning snack time into a playful conflict-resolution tool.
ITC Ltd., VP & head of marketing for snacks and noodles & pasta foods division Suresh Chand said the campaign reflects how the brand responds to the times. Bingo! Mad Angles, he noted, thrives on flipping everyday truths with a bolder, quirkier lens, reimagining its core idea to address a world that feels increasingly argumentative.
Creative agency Ogilvy Mumbai leaned into the brand’s sonic asset to land the joke. The familiar “MMMM,” usually a sign of yumminess, doubles as a sound of agreement, pushing the campaign into deliberate absurdity, exactly where Mad Angles likes to play.
Timed around the New Year, Mad for Peace uses humour, food and a wink of self-awareness to make a simple point: sometimes, the quickest way to end an argument is not to win it, but to snack through it.
Brands
Zydus Wellness expands Ritebite Max Protein into new formats
RTD shakes, ghee jaggery bars and Korean chips target $10–12 bn protein market.
MUMBAI: Protein is no longer just gym talk, it’s making a full-course entry into everyday India. Zydus Wellness Ltd. is stretching its Ritebite Max Protein portfolio across three new formats, signalling a sharper push to turn protein from a niche supplement into a daily habit. The expansion brings ready-to-drink (RTD) protein shakes, culturally rooted ghee jaggery bars, and Korean-inspired protein chips under one umbrella, an attempt to build what the company calls a “multi-format protein ecosystem”. The move targets India’s rapidly expanding protein market, currently estimated at $10–12 billion and growing at a mid-teen CAGR.
The numbers suggest the strategy already has legs. In Q3 FY26, Ritebite Max Protein posted near double-digit EBITDA margins following its acquisition, driven by distribution expansion, product innovation and broader category tailwinds.
At the centre of the rollout is convenience. The newly launched RTD shakes available in Choco Burst and Berry Blush deliver 26 grams of protein per 250 ml serving, designed for on-the-go consumption. Meanwhile, the “Roots” Ghee Jaggery Protein Bars blend traditional Indian ingredients with whey and casein, offering 10 grams of protein and 4 grams of fibre per serving.
But the play isn’t just about nostalgia. On the other end of the spectrum, Korean-flavoured protein chips featuring variants like Hot Chilli, Barbeque and Gochujang tap into global snacking trends. Each 60-gram serving delivers 10 grams of protein and 4 grams of fibre, alongside claims such as no palm oil and gluten-free formulation.
The broader insight is clear: the protein category is fragmenting along lifestyle lines. One cohort is leaning into familiarity and traditional formats, while another is chasing novelty and international flavours. Zydus is betting it can straddle both worlds.
With a nationwide rollout planned across e-commerce and quick-commerce platforms, the company is positioning Ritebite Max Protein not just as a product line, but as a day-long consumption habit, one shake, bar, or chip at a time.
