Capitalising on the Indian consumers’ love for all things Korean, ranging from K-drama to K-pop to K-cuisine, ITC Bingo has partnered with South Korean singer Aoora to introduce savory snacks inspired by the flavors of Korea.
ITC Bingo!’s newest release, Bingo! 2X Hot and Spicy Korean-style chips, have hit the market alongside Aoora’s latest track – “Maeun Maeun,” translating to “Spicy, Spicy” in Korean.
The catchy song aligns with the “vibe of the brand,” according to the brand.
With a comprehensive 360-degree media campaign, Bingo! aims to engage its audience across a multitude of platforms. Leveraging social media channels, the brand endeavors to spark excitement prior to the launch. Furthermore, Bingo! will feature prominently in K-Pop and Gen Z music lineups on major platforms like Spotify and YouTube. Strategic placement of promotional content, showcasing the brand’s song, will span movie, music, and general entertainment channels. Additionally, the brand has partnered with 15 influencers, including Korean influencers in India, Indian influencers in Korea, and food vloggers, to amplify awareness about the upcoming product.
Famed for its inventive snacking offerings, ITC Bingo! has pioneered numerous industry-first products such as Mad Angles! and Hashtags!, delivering a fusion of distinctive textures and flavors to consumers. Acknowledging the increasing consumer inclination towards exploring diverse flavors, particularly those of Korean origin, Bingo! strives to cater to this demand with its range of Korean-style chips.
Research indicates an increasing interest among consumers, particularly Gen Z females, in exploring Korean flavors and culture. This aligns with Bingo!’s strategy to introduce a product that authentically captures the fiery essence of Korean-style flavors fused with the familiar taste of Bingo!’s potato chips.
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Suresh Chand, VP and Head of Marketing, Snacks, Noodles and Pasta, ITC Foods, said, “The Korean culture has significantly 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.”
Spokesperson from Tonic Wordwide said, “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. The catchy song captures the core essence of the new flavours Korean style. Super excited!”
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