AGENCY : O&M
BASELINE: No Confusion. Great Combination
DESCRIPTION: A guy munching Bingo says, “Yeh Bingo superb combination banata, jaise lal mirch aur potato chips ka combination. Humne bhi banaya aadmi aur fire-engine ka combination.” He uses a pipe from car as a fire extinguisher. A woman catches fire, he blows it out & gets a pat. Next, he blows out the fire being used for cooking & gets a slap. Finally, he drenches a birthday cake with water to blow off the candle & gets a slap again. In the end the guy says, “Haan mera combination to nahi chala lekin ITC ka Bingo always perfect.”
4Ps TAKE: Remember the five liars & live wires ads of Bingo? Well, after putting up such a poor show with its previous attempts at advertising Bingo, ITC is finally out with a winner! Predictably, fun is the main quotient, which is used liberally to talk about the chatpata combinations that Bingo uses in its products (like lal mirchi and potatoes). The communication is powerful focusing on the tagline: ‘No Confusion. Great Combination.’ The power idea is the great taste – about which there’s no confusion! The ad is light and enjoyable, thereby reinforcing the brand proposition, viz., just chill and don’t take yourself too seriously! Bingo!
BASELINE: No Confusion. Great Combination
DESCRIPTION: A guy munching Bingo says, “Yeh Bingo superb combination banata, jaise lal mirch aur potato chips ka combination. Humne bhi banaya aadmi aur fire-engine ka combination.” He uses a pipe from car as a fire extinguisher. A woman catches fire, he blows it out & gets a pat. Next, he blows out the fire being used for cooking & gets a slap. Finally, he drenches a birthday cake with water to blow off the candle & gets a slap again. In the end the guy says, “Haan mera combination to nahi chala lekin ITC ka Bingo always perfect.”
4Ps TAKE: Remember the five liars & live wires ads of Bingo? Well, after putting up such a poor show with its previous attempts at advertising Bingo, ITC is finally out with a winner! Predictably, fun is the main quotient, which is used liberally to talk about the chatpata combinations that Bingo uses in its products (like lal mirchi and potatoes). The communication is powerful focusing on the tagline: ‘No Confusion. Great Combination.’ The power idea is the great taste – about which there’s no confusion! The ad is light and enjoyable, thereby reinforcing the brand proposition, viz., just chill and don’t take yourself too seriously! Bingo!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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