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Tag: ITC Foods

  • Sunfeast melts hearts with a squeeze of chocolate

    Sunfeast melts hearts with a squeeze of chocolate

    MUMBAI: When life gives you bread, drizzle chocolate on it. ITC’s Sunfeast Fantastik! is making that sweet fantasy a delicious reality with its latest innovation, Choco Meltz, a rich, smooth molten choco that’s playful, portable and priced at just Rs 5.

    Reimagining how India indulges, Choco Meltz isn’t just another chocolate fix. It’s a squeeze of joy that can be sipped, drizzled or spread, over toast, paratha, fruit bowls or even straight into your mouth. With its no-fuss packaging and silky texture, this one’s designed to turn every “yum” moment into a “yummy” one.

    The new campaign, crafted by FCB Ulka, captures that feeling perfectly through a series of fun, relatable stories, from siblings sneaking a molten choco moment to friends sharing secret squeezes under desks. Each film showcases how Choco Meltz makes even everyday snacks feel indulgent.

    Speaking on the launch, ITC Foods VP & head of marketing (confectionery, chocolates and coffee) Anuj Bansal said that Choco Meltz was all about “democratising indulgence,” making rich chocolate accessible, affordable and irresistibly fun. Meanwhile, FCB Ulka national creative director Suchitra Gahlot noted that the campaign blends “indulgence and emotion” to show how a squeeze of chocolate can melt hearts as easily as it melts on toast.

    Currently available across Karnataka, Kerala, Tamil Nadu and Telangana, Sunfeast Fantastik! Choco Meltz is already sweetening shelves and smiles at just Rs 5, proof that a little chocolate can go a long way. 
     

  • Bingo! chips away at Its past with a bold new bite

    Bingo! chips away at Its past with a bold new bite

    MUMBAI: Now that’s how you take the chips on your shoulder and turn them into a punchline. Bingo! potato chips has flipped the script on its “Big No” phase with a hilariously self-aware new campaign that sees the brand roast itself before making a fiery comeback.

    Known for its trademark wit and quirky energy, Bingo! has never shied away from humour, and this time, it’s using it to reclaim its snack throne in north and west India. In the new campaign film, the brand cheekily admits it wasn’t quite everyone’s first pick before declaring, “Yes, we were a Big No. But not anymore!”

    The bold relaunch features a complete makeover, right from edgy, gothic-inspired pack designs to two flavour-packed innovations, butter garlic, the garlic-bread-in-a-chip experience, and Himalayan pink salt, a refined twist on a timeless classic. With six striking packs that blend art, attitude and appetite, Bingo! is betting on curiosity, confidence and serious crunch.

    “Humour has always been in Bingo!’s DNA,” said ITC Foods VP & head of marketing, snacks, noodles & pasta Suresh Chand. “This isn’t just a comeback, it’s a new energy, a new attitude, and a brand that’s owning its journey.”

    Echoing that sentiment, Ogilvy senior executive creative director Rohit Dubey added, “When mischief and marketing meet in the right spot, magic happens.”

    With this self-roasting, high-flavour reboot, Bingo! isn’t just back on the shelves, it’s back in the conversation. And this time, the answer to Bingo! is a loud, crunchy “YES.”

  • Design trunk calls as Kyoorius hands out Black Blue and Red Elephants

    Design trunk calls as Kyoorius hands out Black Blue and Red Elephants

    MUMBAI: It was an evening where design roared louder than words and elephants ruled the room. The 2025 Kyoorius Design Awards and Kyoorius Young Blood Awards, both presented by Zee, wrapped up in style at the Taj Cidade de Goa, Horizon, with over 1,000 members of India’s design fraternity cheering the winners.

    After three days of Designyatra, India’s biggest anti-disciplinary design conference, the awards night saw the stage lit up by the much-coveted elephants. The spotlight first swung to the Young Blood Awards, the only platform in India dedicated to nurturing the next generation of creatives. Tasked with cracking live briefs from Ather and Bingo! (ITC Foods), young designers delivered big: out of 475 plus entries, 63 made it to The First List, and finally 22 entries claimed Baby Red Elephants. The night then revealed the majestic 6 Red Elephant winners, the ultimate nod to fresh, fearless talent.

    The headline act of the evening was the Kyoorius Design Awards itself. From over 700 entries, only 75 projects managed to take home Baby Blue Elephants. Among them, 23 stood tall as Blue Elephant winners, each piece recognised for setting new benchmarks in creativity and craft. But the true rarities were the 2 Black Elephants, reserved exclusively for the Best of Show. This year, they went to ‘Naatak’, a stunning font project by typography studio Ektype, and ‘Desi Oon’, an animated long-form film by Studio Eeksaurus for the Centre For Pastoralism.

    Unlike traditional award shows that deal in gold, silver and bronze, Kyoorius keeps it delightfully democratic: only work that truly deserves it wins an Elephant. Baby Elephants mark disruptive and showcase-worthy ideas, Blue Elephants signal industry-defining excellence, and Black Elephants represent work that not only takes risks but creates conversations with lasting cultural impact.

    The grand gala capped off what many in the industry now call the “festival of ideas” where design isn’t just celebrated but canonised. For the winners, carrying home a Kyoorius Elephant isn’t just an award; it’s an entry into a creative hall of fame where originality trumps hierarchy and risk-taking is the ultimate reward.

  • AI reshapes market research: insights get faster, sharper, smarter

    AI reshapes market research: insights get faster, sharper, smarter

    MUMBAI: The Market Research Society of India (MRSI) turned the spotlight on AI’s game-changing role in insights at a buzzing webinar on 25 June, titled The Future is AI: Revolutionising Market Research for Tomorrow’s Insights.

    Hosted by independent marketing measurement consultant Sunder Muthuraman, the session featured ,  Ipsos India practice lead – innovation, understanding & client advisory  India Krishnendu Dutta, and ITC Foods, vice president – head of insights and analytics  Vara Prasad.

    Vara Prasad kicked things off by breaking down AI’s impact on market research—declaring traditional methods slow and outdated in a world that demands speed and scalability. At ITC Foods, AI now does the heavy lifting: mining public data, analysing sentiment in customer care calls, listening to social chatter for trend-spotting, and even crafting product concepts. With predictive dashboards in the mix, AI is also helping sharpen business strategy. “AI needs context to shine,” said Prasad, adding that when trained right, it can evolve into a serious innovation engine.

    Krishnendu Dutta pulled back the curtain on Ipsos’s “Facto” — a bespoke AI sandbox built for researchers to safely explore new tools without the chaos. From translation to topline extraction and even creating agentic personas that replace dusty old segmentation decks, Facto is bringing AI to daily insight generation. Ipsos is also tapping into synthetic data to stretch the life and depth of small datasets.

    But both speakers hit pause on the hype with a key reminder: AI won’t replace humans—it’ll supercharge them. Whether it’s prompt engineering, model training or strategic activation, the real magic still needs a human touch.

    To watch the full session, click here.

  • Aashirvaad Masala turns up the star power with Nani and a selfie-led AI campaign

    Aashirvaad Masala turns up the star power with Nani and a selfie-led AI campaign

    MUMBAI: What do you get when you mix a pinch of masala, a selfie, and Telugu cinema’s Natural Star Nani? Aashirvaad Masala’s blockbuster new AI-powered campaign that’s turning fans into reel-life co-stars—one WhatsApp message at a time.

    Following the successful onboarding of Nani as brand ambassador in Andhra Pradesh and Telangana, ITC has launched a first-of-its-kind digital experience that lets users create personalised movie posters featuring themselves alongside the Tollywood icon. All it takes is a scan of a QR code on Aashirvaad’s chilli powder pack—or a click from the brand’s Telugu social handles—to get started.

    The campaign plays off the tagline ‘Dammu Meede, Star Meere’, spotlighting homemakers as the real heroes of the kitchen. Now, with genres ranging from romance and action to comedy and thriller, the brand invites them to bring that same flair to their very own cinematic moment.

    Built on a slick AI-driven WhatsApp bot, the experience allows users to select language, genre, and character before uploading a selfie—and voilà, their custom poster is ready to roll. Lucky participants even stand a chance to see themselves on billboards with Nani or win movie tickets.

    Blending spice with stardust, Aashirvaad Masala’s campaign taps into Telugu audiences’ twin passions—food and film—while pushing the envelope on tech-led engagement. In short, this isn’t just seasoning; it’s star-making with a side of dum.

  • Bingo! & AIPA partner to popularise pickleball in India

    Bingo! & AIPA partner to popularise pickleball in India

    Mumbai: Bingo!, a popular snacking brand from ITC Foods, has announced a five-year partnership with the All India Pickleball Association to promote pickleball in India. The partnership begins with the Bingo! World Pickleball Championship (WPC) aims to support the growth of pickleball, one of the fastest-growing sports globally.

    The championship was launched with ITC Foods VP, head of marketing snacks, noodles and pasta, Suresh Chand; All India Pickleball Association president Arvind Prabhoo; and celebrity guests Mandira Bedi and Nyra Banerjee.

    Pickleball, with over five million players in 84 countries and 40 per cent female participation, has grown 275 per cent in India over the past three years. The sport is expected to surpass one million active players by 2028. Bingo!’s sponsorship will help expand this growth by hosting college tournaments across 23 states, introducing the sport to students, and cultivating new players for national and international competitions.

    Bingo!, known for innovation in snacking, aligns with pickleball’s dynamic gameplay. As part of the collaboration, the classic ‘Love All’ start of pickleball matches will be rebranded as ‘Boing All,’ adding a fun twist to the game.

    ITC Foods VP, head of marketing snacks, noodles and pasta, Suresh Chand said, “At Bingo!, we’ve always believed that sports and innovation go hand in hand, making this partnership with the All India Pickleball Association a particularly prestigious moment for us, enabling us to support young athletes and sports enthusiasts across the country. We are dedicated to working closely with AIPA to build a strong foundation for pickleball and to support its growth through grassroots programs, college tournaments and nationwide promotions.”

    All India Pickleball Association president Arvind Prabhoo said, “We are thrilled to partner with Bingo! Snacks, a brand that resonates with millions of Indians, and believe this partnership will be instrumental in bringing pickleball to the forefront of Indian sports. Through this partnership, we envision a future where pickleball is accessible to everyone, from college students to aspiring professional athletes. With Bingo!’s extensive reach and vibrant brand presence, this partnership aspires to create a ripple effect, making pickleball a household name and positioning India as a leading force in the global pickleball arena.”

    GroupM, South Asia MD, content, entertainment and sports Vinit Karnik said, “It’s a great collaboration between Bingo and All-India Pickleball Association to announce the five-year partnership, supporting the growth of the sport across India. We’re optimistic that this partnership will strengthen Bingo’s commitment to expanding the sport’s reach and accessibility across the country. This collaboration reflects our commitment to expanding the sport’s reach and inspiring the next generation of players to take on both national and international challenges. We’re confident that this alliance will foster a new wave of enthusiasm for pickleball, helping it gain the popularity it truly deserves.”

    This strategic partnership between Bingo! and AIPA is poised to shape the pickleball landscape in India. By merging Bingo!’s innovative brand identity with pickleball’s thrilling gameplay, the collaboration aims to inspire a new wave of athletes while promoting a healthy, active lifestyle.

  • ITC Bingo! onboarded as Fankar-E-Kashmir 2024’s title sponsor

    ITC Bingo! onboarded as Fankar-E-Kashmir 2024’s title sponsor

    Mumbai: ITC Bingo! has announced its partnership with Fankar-E-Kashmir as the title sponsor, supporting an initiative to preserve and promote Kashmir’s folk and Sufiana music traditions and provide regional youth with opportunities in the music and cultural industries. The event is taking place on 26 October 2024, at the Sher-i-Kashmir International Convention Center (SKICC) in Srinagar.

    With deep-rooted influences from Persian, Sufi, and Central Asian cultures, Kashmir’s music faces a risk of fading away. Fankar-E-Kashmir seeks to preserve this heritage by giving young artists a platform to showcase their talent and gain recognition. Bingo!’s involvement reinforces its commitment to supporting local artisans and creating avenues for emerging artists.

    The event features a live talent hunt music contest, workshops on intellectual property rights and sound technology, and a grand finale performance by a renowned artist. Winners will receive cash prizes of Rs 25,000 for first place, Rs 15,000 for runner-up, and Rs 2,000 for all participants. Additionally, the winner will have the opportunity to become a ‘Bingo! artist’, with Bingo! producing and promoting their original song for a Bingo! Tedhe Medhe music video.

    ITC Foods VP, head of marketing snacks, noodles and pasta, Suresh Chand said, “ITC has a long and rich tradition of supporting our nations’ musical heritage with the ITC Sangeet Research Academy. We are working on developing interesting regional musical content for our brands, such as Bingo! Tedhe Medhe and Bingo! Mad Angles. We are proud to be a part of this exciting event which celebrates the musical tradition of Kashmir and provides a platform for the youth of the region to showcase their talent”

    The event is organised in collaboration with ShowCase Events, The Eagle, and The Rabab Academy, organisations dedicated to conserving and promoting India’s rich folk music traditions. With an eminent jury comprising legendary Kashmiri musicians Gulzar Ganaie, Ustad Abdul Rashid Hafiz and Noor Mohammad, the event is set to be a remarkable celebration of culture and talent.

    The Eagle founder Angelina Fernandes said, “I have been closely working with multilingual national and international award-winning artists and my curiosity for Kashmiri talent brought me on to be passionately involved with Fankar-E-Kashmir”.

    “Folk Music is very close to my heart, and I want to be able to do whatever I can to help keep it alive,” said ShowCase Events (a company that has worked towards promoting artists) chief executive Nanni Singh.

    Music Journalist and The Rabab Academy founder Nazir Ganaie said, “Being a Kashmiri myself and a musician, I feel for our dying art and want to help with initiatives such as this to conserve it.”

    Workshops will be held from 10:00 am onwards, followed by the live talent hunt contest from 4:00 pm to 7:00 pm, culminating in the grand finale performance. The event promises to be an unforgettable experience, filled with music, learning, and celebration.

  • Bingo! Tedhe Medhe releases ‘Rockanjali’ song

    Bingo! Tedhe Medhe releases ‘Rockanjali’ song

    Mumbai: This Durga Puja, Bingo! Tedhe Medhe pays tribute to 50 years of Bengali rock music with the release of the ‘Rockanjali’ song. Composed and performed by notable musicians Siddhartha Sankar Roy (Siddhu) and Avijit Burman (Pota) from Cactus, Gaurab Chatterjee (Gabu) from Lakkhichara, and Anindya Chatterjee from Chandrabindoo, the song celebrates the cultural significance of Bengali rock and emphasizes the importance of friendships and bonding during Durga Puja. ‘Rockanjali’ reflects the essence of Bengali rock and aims to inspire a new generation of music lovers, highlighting the genre’s impact on Bengali art and culture over the past 50 years.

    Bingo! Tedhe Medhe has also launched the ‘Rockanjali’ contest to connect with its core consumers and showcase young musicians during Durga Puja. The contest attracted over 120 entries from students across Kolkata’s colleges, with 15 bands selected as finalists. These bands will perform at iconic Durga Puja pandals, offering a unique opportunity to reach thousands of spectators. For the first time, Kolkata will host a ‘Concert on Wheels’ as part of the ‘Rockanjali Pujo Tour.’ From Chaturthi to Navami, the tour will visit six prominent Durga Puja pandals, promoting Bangla rock music throughout the city.

    Speaking about the theme song, ITC Foods VP & head of marketing, snacks, noodles and pasta, Suresh Chand said: “With Rockanjali, Bingo! Tedhe Medhe wanted to create something truly special for this Durga Puja. Our song honours the rich legacy of Bengali rock music while giving young, emerging talent a platform to shine. Through the Rockanjali Pujo Tour and contest, Bingo! Tedhe Medhe is excited to connect with the youth and foster the next generation of rockstars during one of Kolkata’s most iconic festivals.”

    Renowned singer and composer Anindya Chatterjee from Chandrabindoo commented, “Bengali rock has always been about expressing the deepest emotions of our people—our struggles, our joy, our friendships. The Rockanjali song, created in collaboration with Bingo! Tedhe Medhe, is a tribute to the spirit of Bengali rock and to the fans who have kept it alive for 50 years. It’s an honour to be part of this project with so many iconic voices.”

    By blending music, culture, and competition, Bingo! Tedhe Medhe’s Rockanjali is set to provide a unique experience that will resonate with the city’s cultural routes, creating a lasting impact. The song will serve as a gateway for the next generation of musicians, setting the stage for Bengal’s future rock stars.

  • ITC Sunfeast holds first-ever hen and cow conference

    ITC Sunfeast holds first-ever hen and cow conference

    Mumbai: ITC Sunfeast hosted a unique conference today featuring a humorous discussion between hen and cow representatives. They discussed the challenges of making milk and eggs more appealing to children while emphasizing their roles in providing good nutrition.

    The conference also included a larger panel discussion with representatives from various fields. The panel featured National Egg Coordination Committee (NECC) West Bengal chairman Madan Mohan Maiti, IDA East Zone vice-chairman Dr Dulal Chandra Sen, clinical nutritionist and lifestyle consultant Dr Ananya Bhowmik, celebrity mom Koneenica Banerjee, and Nourishing Schools co-founder and CEO Archana Sinha. They emphasized the importance of eggs and milk during children’s developmental years as key sources of protein and other nutrients like vitamins A, D, E, and iron. The discussion also explored innovative ways to make milk and egg consumption more appealing to kids.

    Recognising a gap in the market for an egg and milk biscuit, ITC Sunfeast introduced its latest product, Sunfeast super egg & milk biscuit, featuring the “Goodness of Protein.” ITC’s product development team designed the biscuit to offer both nutrition and a delicious, crunchy experience for children. The tagline, “Super Combo, Super Tasty,” reflects the brand’s focus on providing ‘Good for you’ products to its consumers.

    Speaking on the product launch, ITC Foods COO of biscuits and cakes cluster Ali Harris Shere shared, “Our consumer research highlighted that mother’s consider egg and milk to be essential food for children, however, individually, these ingredients are not very convenient for children to consume, especially for out-of-home consumption. Mothers want to provide these nutrients but existing products in the market do not have a combination of both. This prompted us to work with our product development teams to bring these two essential food components in the form of a biscuit making it convenient for everyday consumption. We are the first to introduce a biscuit with egg and milk at various accessible price points in India.”

    The Sunfeast Egg & Milk Biscuits will be available across South and East India at a price point of Rs 5, Rs 10, and Rs. 30. It will be rolled out in the rest of the country in a phased manner.

    At ITC, it has been a constant endeavour to offer value-added food offering to the consumer given the changing lifestyle and consumer preferences. As part of its nutrition strategy ‘Help India Eat Better’ framework, ITC is leveraging its strengths in science-based, consumer-led product development, agri, etc to meet consumer needs and help them make informed choices.

  • Bingo! Mad Angles launches G.O.A.T pack with hilarious ‘Mad’ reasons

    Bingo! Mad Angles launches G.O.A.T pack with hilarious ‘Mad’ reasons

    Mumbai: Bingo! Mad Angles, a much-loved snacking brand from ITC Foods, is back to tickle your funny bones with its new campaign – the launch of its Greatest of All Time (G.O.A.T) pack. Known for its offbeat humour and quirky campaigns, Bingo! Mad Angles is going the extra mile to give their consumers hilarious reasons why their new packaging is the G.O.A.T.

    The campaign concept is delightfully bizarre with the brand presenting a slew of quirky reasons. Those include: being dust-proof, drown-proof, weather-proof and even having a dedicated song. The brand is pushing the boundaries of quirkiness to new heights. In an interesting move, the brand has partnered with renowned celebrity influencer Orry, rapper Srushti Tawade and the enigmatic Hydroman to unravel the mystery behind why the new pack reigns supreme. However, there’s a twist in the tale that promises to leave audiences both bewildered and entertained.

    The madness doesn’t stop there! The brand is inviting its audience to join in on the fun and stand a chance to win exciting prizes by sharing their own ‘mad’ reasons for why the new pack deserves the G.O.A.T title.

     

     

    Speaking about the new campaign, ITC Foods VP, head of marketing – snacks, noodles and pasta, Suresh Chand said, “Bingo! Mad Angles is known for its innovation, creativity and humour. With this new campaign and new pack, we wanted to take our signature brand of humour and madness to new heights. With this campaign, we’re turning up the humour quotient to the maximum. Get ready to laugh, get ready to be amazed and get ready for the snacking experience of a lifetime.”

    To amplify the campaign’s reach, Bingo! Mad Angles has collaborated with several renowned influencers for their humorous take on Gen Z problems. Through live influencer videos, Bingo! Mad Angles celebrates the infectious energy and unstoppable spirit of individuals like Sushant Divgikr, an Indian transgender artist known for forging his individual path and defying conventions. In his reel, he titles the new pack as the G.O.A.T pack for its judgement-proof nature, just like himself. Similarly, Preeti Sarkar, the Bengali influencer famous for her zany characters, celebrates being Troll-proof along with the new Bingo! Mad Angles pack.

    Prepare to be captivated, bewildered, and thoroughly entertained as Bingo! Mad Angles unleashes its madness in a new form.