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
Centrum taps into daily fatigue with new Har Din Ko Kar Recharge campaign
New film highlights how a quick nutrient boost can turn everyday tiredness into energy
MUMBAI: In a bid to connect with India’s always-on lifestyle, Centrum has rolled out a new campaign titled ‘Har Din Ko Kar Recharge’, spotlighting the everyday struggle with fatigue and the need for simple, accessible wellness solutions.
The campaign, launched by Haleon, promotes Centrum Recharge, an effervescent energy drink mix designed to replenish essential micronutrients lost during daily activity. Priced at Rs 10 per sachet, the product combines Vitamin C, Vitamin B12, Magnesium, and Zinc to support energy, hydration, and immunity in a convenient format.
At the heart of the campaign is a light-hearted film that brings a relatable slice of life to the screen. It follows a tired young man who is unexpectedly challenged to a street game by a child. Initially reluctant, he turns to a Centrum Recharge sachet, after which his energy visibly returns, allowing him to join in with enthusiasm. The narrative neatly ties into the brand’s core message that small nutritional boosts can make a big difference in daily vitality.
Speaking on the launch, Haleon ISC head wellness & OTC Deepali Agarwal said the campaign aims to bring attention back to everyday energy and participation. She highlighted that modern routines often leave people feeling drained, and solutions like Centrum Recharge can help bridge nutritional gaps while encouraging a more active lifestyle.
The brand is also positioning the product as part of a larger push to democratise multivitamin consumption in India, especially at a time when micronutrient deficiencies remain widespread. With variants for both kids and adults and availability across retail, pharmacies, and quick commerce platforms, the company is betting on accessibility as a key growth driver.
The campaign will be amplified across digital and television platforms nationwide, supported by on-ground activations, sampling initiatives, and e-commerce visibility. As Centrum leans into the everyday energy conversation, its latest push makes a clear pitch. Staying energised, it suggests, might just be as simple as hitting refresh on your daily routine.
