ITC Bingo!’s latest offering, Bingo! 2X Hot and Spicy Korean-style chips, is all set to delight consumers with its three sizzling formats: Bingo! Original Style, Bingo! Hashtags, and Bingo! Potato chips. Recognizing Indian consumers’ undeniable love for all things Korean, from K-drama to K-pop and now Korean cuisine, Bingo! is the first brand in India to launch Korean-flavored savory snacks.

To amplify the launch and tap into the K-wave, Bingo! has collaborated with famous South Korean singer Aoora for a new song – Maeun Maeun, which means Spicy, Spicy in Korean. The music video has been conceptualized and developed by Tonic Worldwide. The song is fun, catchy, and energetic, set to resonate perfectly with the brand's vibe. This strategic collaboration leverages the immense 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.

The brand is planning a 360-degree media campaign to connect with the audience. Bingo! Will leverage social media to engage users and generate pre-launch excitement. The brand will tap into the relevant online spaces by being present on K-Pop and Gen Z music lineups across leading platforms like Spotify and YouTube. Bingo! I will leverage music channels to position the song as engaging content organically. Promotional spots featuring the song will be strategically placed across movie, music, and general entertainment channels. The brand has also 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.

ITC Bingo! has always been at the forefront of bringing differentiated and innovative snacking experiences to Indian consumers. It has carved a niche by bringing several ‘industry–first’ products, such as Mad Angles! and Hashtags!, that take consumers on an adventure of textures and flavors.

Today, consumers are increasingly looking to experiment with products and flavors. Research shows that consumers are growing interested in trying Korean flavors and engaging with Korean culture. According to the Mintel Report, this is more evident among GenZ consumers, with about 30 percent of GenZ females showing interest in new Korean flavors.

Having identified a gap in the market for a Korean-inspired snacking product, Bingo! Korean-style delivers an authentic taste experience that perfectly blends the essence of fiery Korean-style flavors with Bingo!’s potato chips.

Suresh Chand, vice president and head of Marketing, Snacks, Noodles and Pasta, ITC Foods, commented on the launch, "The Korean culture has significantly penetrated 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 flavors tailored to the spice-loving palates of India, we are confident that this range will delight our consumers.”

A spokesperson from Tonic Worldwide said, “This collaboration between Bingo and Aoora is twice as spicy. ‘Maeun’ means spicy in Korean. The new flavor is so spicy that we had to add another ‘Maeun’! As an agency, we are obsessed with the consumer and their behavior, 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 essence of the new flavors of the Korean style. Super excited!”

The new range will be available across all markets in India in convenient and pocket-friendly packs.