K-Pop Sensation Sparks Spicy Temptation
Making Korean Spice So Much Nice!
India is synonymous with spicy food globally, and launching a new spicy snack in India is no big deal. This was a big challenge for ITC Limited while launching their 2x Korean spicy Bingo! chips. The competition from giants like Lay’s and Kurkure did not make it easier.
Bringing in the Big K
Bingo is known for its quirky advertising and we decided to add some more spice to it. Our research revealed the widespread influence of K-pop music, K-Dramas and overall K-Culture amongst Indian Gen Z audience. All we did was connect K-Pop’s spiciest star Aoora with the 2x spicy Bingo! and, we ended up with a sizzling hot music video.
India Witnesses the ‘Maeun Maeun’ Magic!
To bring in the new K-raze in town we had to make it K-razy enough for people to take notice. We kicked-off by writing the song ‘Maeun Maeun’, which literally translates to ‘spicy spicy’ in Korean. The song came alive with a quirky music video, which had the right amount of spice with Korean aesthetics, hook steps and Aoora’s swagger. Social media was flooded with teasers with Aoora and ‘Meaun Meaun’ building up the anticipation ala a music video launch and getting the internet curious about its meaning. Then came the music video where Bingo! and Aoora stole the show. Immediately influencers were roped in to drive buzz around the music video and spread the spice. Our desi-style Korean music video was an instant hit where we ended up with India’s first fusion of chips with 2x spice, K-pop and everything nice!
