They’ve certainly hogged market share with their ‘different’ ads
Okay so what comes to your mind when we say ‘Bingo’? Allow us to guess. With definite conviction, the answer is crunchy snacks and funny commercials. Yes, there’s no confusion in saying that the great combination of Bingo and its commercials has been the most mindless advertisements shown on the television in 2007.
Well, that was exactly how ITC wanted to place Bingo when it ventured into the snacks segment in 2007. “We wanted to launch an innovative product and wanted the positioning to be very different. It was targeted at the families but at the same time necessarily had to connect well with the generation next. We wanted to convey that Bingo is for the masses all across the country,” explains Ravi Naware, Division CEO, ITC Foods.
Actually, launching a galactic attack against the global giant PepsiCo was not that easy. But it was ITC’s product innovation, market penetration and pricing that did wonders for the company. And this was supported by mind-blowing aggressive ad-campaigns. The positioning was crystal clear – Bingo was supposed to be an innovative product, different from others. “We wanted our ad campaigns to be very innovative and that they should stand out from its rivals. It was supposed to have a clear cut positioning in consumer mind. So, we combined wide variety of taste with the chips,” explains Ravi.
Not a hollow boast as it helped ITC to capture a market share of 16% in its debut year. More importantly, it was well accepted by the audience. Echoes Malvika Mehra, Senior Creative Director, O&M, “In the past year, I haven’t met with any one who haven’t given me a feedback on Bingo and I know that I have achieved my target, for we were instructed that Bingo ads have to be noticed by one and all.”
Okay so what comes to your mind when we say ‘Bingo’? Allow us to guess. With definite conviction, the answer is crunchy snacks and funny commercials. Yes, there’s no confusion in saying that the great combination of Bingo and its commercials has been the most mindless advertisements shown on the television in 2007.
Well, that was exactly how ITC wanted to place Bingo when it ventured into the snacks segment in 2007. “We wanted to launch an innovative product and wanted the positioning to be very different. It was targeted at the families but at the same time necessarily had to connect well with the generation next. We wanted to convey that Bingo is for the masses all across the country,” explains Ravi Naware, Division CEO, ITC Foods.
Actually, launching a galactic attack against the global giant PepsiCo was not that easy. But it was ITC’s product innovation, market penetration and pricing that did wonders for the company. And this was supported by mind-blowing aggressive ad-campaigns. The positioning was crystal clear – Bingo was supposed to be an innovative product, different from others. “We wanted our ad campaigns to be very innovative and that they should stand out from its rivals. It was supposed to have a clear cut positioning in consumer mind. So, we combined wide variety of taste with the chips,” explains Ravi.
Not a hollow boast as it helped ITC to capture a market share of 16% in its debut year. More importantly, it was well accepted by the audience. Echoes Malvika Mehra, Senior Creative Director, O&M, “In the past year, I haven’t met with any one who haven’t given me a feedback on Bingo and I know that I have achieved my target, for we were instructed that Bingo ads have to be noticed by one and all.”
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Source : IIPM Editorial, 2008
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