Brands
CID joins Bingo!’s latest flavour investigation in a pickle-packed plot twist
MUMBAI: ITC’s Bingo! Mad Angles has cooked up a tangy conundrum with its latest innovation, ‘Mystery Pickle’, a new achaar-loaded flavour twist that’s roped in by none other than the legendary CID team to crack the case. In a deliciously bizarre crossover, ACP Pradyuman, Daya and Dr. Salunkhe don their detective hats once again but this time, the only fingerprints involved are likely to be covered in spice.
Taking inspiration from the brand’s hit variant Achaari Masti, the new launch dives deeper into India’s eternal love affair with pickles — and adds an element of whodunnit with a tongue-in-cheek TVC. Shot in the trademark over-the-top CID style, the ad is packed with forensic clues, slow-motion stares, and a hilarious face-off between the OG CID trio and their own Mad Angles doppelgangers.
But the masala isn’t just on-screen. Bingo!’s Mystery Pickle also invites consumers to play detective via an on-pack contest, challenging them to guess the secret flavour and win exciting prizes.
ITC Ltd. VP & head of marketing, Snacks, Noodles & Pasta, Foods Division, Suresh Chand said, “Achaari Masti has long been our breakout hit and a consumer favourite, so it was only natural that we push the boundaries with another exciting twist on the pickle genre. The entire launch is gamified to engage our core TG from the get-go & the tie up with the show CID has enabled us to craft yet another stand out communication & lend gravitas to the whole mystery angle.”
Tonic Worldwide senior creative director, Josna Joseph said “With Bingo! Mad Angles Mystery Pickle, we didn’t just launch a new flavour, we cracked open a full-blown whodunnit. Partnering with the legendary CID show gave us the perfect playground to build intrigue, nostalgia, and madness into every frame. From iconic catchphrases to parallel pickle realities, this campaign was all about blending cultural memory with fresh chaos. The result? A snackable mystery that India can’t stop decoding. Just the way Mad Angles likes it”
Blending nostalgia, humour and a good dose of madness, the campaign gives fans something to chew on both literally and figuratively.
Brands
YES Bank appoints S Anantharaman as chief risk officer
Former Jio Financial Services group chief risk officer takes charge of enterprise-wide risk at the embattled private lender
MUMBAI: YES Bank is not taking chances with risk anymore. The private lender has appointed S Anantharaman as its chief risk officer, a hire that signals the bank’s continued effort to rebuild credibility and tighten the controls that once famously slipped.
Anantharaman arrives from Jio Financial Services, where he served as group chief risk officer and built a risk management architecture spanning lending, payments, insurance broking and asset management from the ground up. Before that, he held the chief risk officer role at Bank of Baroda and senior leadership positions at HDFC Bank and L&T Finance Holdings. Three decades in banking and financial services, in other words, with scars and qualifications to match. He is a chartered accountant and a CFA charterholder.
At YES Bank, his brief is considerable. Anantharaman will oversee the bank’s entire enterprise-wide risk framework, covering credit policy, market risk, operational risk, information security, data governance, analytics, model governance and data privacy. It is, in short, every lever that matters when a bank is trying to prove it has grown up.
YES Bank’s turbulent past needs little rehearsing. What it needs now is exactly what Anantharaman has spent thirty years building: the kind of risk culture that stops problems before they become headlines. The appointment suggests the bank knows it.
