| Title | LOUD AND CLEAR |
| Brand | ITC - FOODS BUSINESS |
| Product / Service | SALTED POTATO CHIPS |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | OGILVY & MATHER Bangalore, INDIA |
| Entrant Company: | OGILVY & MATHER Bangalore, INDIA |
| Advertising Agency: | OGILVY & MATHER Bangalore, INDIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Piyush Pandey | Ogilvy & Mather Advertising | Executive Chairman & Creative Director, South Asia |
| Rajiv Rao | Ogilvy & Mather Advertising | National Creative Director |
| Abhijit Avasthi | Ogilvy & Mather Advertising | National Creative Director |
| Malvika Mehra | Ogilvy & Mather Advertising | Group Creative Director |
| Amit Akali | Ogilvy & Mather Advertising | Group Creative Director |
| Vipul Thakkar | Ogilvy & Mather Advertising | Senior Creative Director |
| Shamik Sen Gupta | Ogilvy & Mather Advertising | Senior Creative Director |
| Vipul Thakkar | Ogilvy & Mather Advertising | Copywriter |
| Sameet Ali Soni | Ogilvy & Mather Advertising | Copywriter |
| Rahul Bhojraj | Ogilvy & Mather Advertising | Art Director |
| Vivek Bahadur | Ogilvy Landscapes | Business Head(AP, Karnataka) |
| Pavan Makani | Ogilvy Landscapes | Account Supervisor |
| Sariga Menon | Ogilvy & Mather Advertising | Account Executive |
| Tithi Ghosh | Ogilvy & Mather Advertising | Client Services Director |
| Alamara Films | Alamara Films | Producers |
Unsuspecting people thought it was a regular announcement, until it was completed. The message not only left a smile on their faces, but also created a high awareness about our promo offer. Bingo! Premium Salted potato chips managed to get a 32% increase in their volume sales during the promo. And the momentum lasted for the next few months.
To address the decline in sales, Bingo! Premium Salted was offering 25% extra chips in every 5 Rupee pack. However, other snack brands were offering the same. Our challenge was to outshout our competitors’ promotions in a cluttered market space. The target audience for the communication was the great Indian Middle Class. About 40% of Indian population consists of it. The middle class always seek value for their money. 11 million of them travel by train every day. Majority of the trains run late. People wait long hours at stations. A lot of snacking happens there. Our idea was based on the insight. It was relevant to both the client and consumer because a lot of snacks are sold on the platform and by vendors inside the train.
To address the decline in sales, Bingo! Premium Salted was offering 25% extra chips in every 5 Rupee pack. However, other snack brands were offering the same. Our challenge was to outshout our competitors’ promotions in a cluttered market space. The target audience for the communication was the great Indian Middle Class. About 40% of Indian population consists of it. The middle class always seek value for their money. 11 million of them travel by train every day. Majority of the trains run late. People wait long hours at stations. A lot of snacking happens there. Our idea was based on the insight. It was relevant to both the client and consumer because a lot of snacks are sold on the platform and by vendors inside the train.