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
Kansai Nerolac tests paint in stratosphere for durability proof
Excel Everlast sent to 86,000 ft, survives -64°C and extreme UV exposure
MUMBAI: If walls could talk, this one would say it’s been to space and back. Kansai Nerolac has taken product testing to dizzying new heights quite literally by sending its exterior paint into the stratosphere in a bid to prove durability beyond the lab. In what the company calls a first for the Indian paint industry, a stratospheric balloon carried a payload coated with its Excel Everlast paint to an altitude of 86,000 feet above Earth. Up there, conditions are less “extreme weather” and more “near space”: temperatures drop below -64°C, ultraviolet radiation hits unfiltered, and atmospheric pressure is only a fraction of what it is at sea level.
Most materials struggle to survive such a hostile environment. This one didn’t. According to the campaign, the painted surface returned intact no visible damage, no compromise effectively turning a marketing claim into a high-altitude experiment.
The initiative, conceptualised by ULKA, moves away from simulated lab tests to something far more theatrical and verifiable. The campaign film documents the entire journey, positioning the exercise as proof rather than promise.
The test also doubles as a showcase for the Excel Everlast range, which includes features such as nano-silica-based protection, 30 per cent higher toughness and crack-bridging capability, along with a 20-year warranty claims now dramatised under conditions few buildings will ever face.
For Kansai Nerolac, the stunt is less about spectacle and more about signalling intent: in a category often dominated by functional messaging, it’s an attempt to turn durability into something tangible and memorable.
Because when your paint survives near-space, the neighbourhood monsoon suddenly feels like a very small test.
