Results and Effectiveness

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.

Creative Execution

We decided to target people at Railway Stations. We thought of using a medium that was never explored. We tied up with the Indian Railways and used their public address system present at the stations. People waiting at stations were eager to know the latest updates about their respective trains, and were all ears whenever there was an announcement in progress. We announced ( in the same tone and manner that railways do) and told people all their train is delayed because the engine driver is munching on a pack of Bingo! Premium Salted, which has 25% extra chips. And the train will depart once the engine driver has finished munching on the pack. The public address system was our only channel. These announcements were carried out at select stations across India and they worked together to maximize the campaign.

Insights, Strategy and the Idea

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 outshot our competitor’s 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.