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.