ITC Bingo! has launched its latest offering Bingo! 2X Hot and Spicy Korean-style chips. As per the company, the new offering has three flavours – Bingo! Original Style, Bingo! Hashtags and Bingo! Potato chips.
Additionally, the company has collaborated with South Korean singer Aoora for a new song – Maeun Maeun to amplify the launch and tap into the K-wave. The collaboration aims to leverage the popularity of Korean pop culture (K-pop) amongst the target audience, creating a wider buzz around the launch of Bingo! 2X Hot and Spicy Korean-style chips.
Talking about the new launch, Suresh Chand, VP and head of marketing, Snacks, Noodles and Pasta, ITC Foods, said, “The Korean culture has penetrated in India especially among the GenZ audience. We, too, noticed that our consumers are seeking Korean experiences in snacking. Catering to this demand, we have launched the all new first-of-its kind spicy, tangy Korean-Style Chips in the Indian market. Infused with Korean-inspired flavours tailored to the spice-loving palates of India, we are confident that this range will delight our consumers.”
The brand will also tap into the relevant online spaces by being present on K-Pop and Gen Z music lineups across platforms such as Spotify and YouTube. Furthermore, the music video has been conceptualised and developed by Tonic Worldwide.
“This collaboration between Bingo and Aoora is twice as spicy. ‘Maeun’ means spicy in Korean. The new flavour is so spicy that we had to add another ‘Maeun’! As an agency, we are obsessed with the consumer, their behaviour, so when it came to launching a product that is for the GEN-Z, we wanted to do it in their language. K-Pop, is way beyond a music genre for the audience, it’s a part of their culture,” spokesperson from Tonic Wordwide added.
Moreover, the brand is planning a 360-degree media campaign to connect with the audience. It will also leverage social media to engage users and generate pre-launch excitement. The brand has partnered with approximately 15 influencers across regions, including Korean influencers in India, Indian influencers in Korea and food vloggers, to spread awareness about the new launch.