ITC’s Bingo! Mad Angles has launched a new GenAI campaign in collaboration with integrated creative agency Pixelfox that encourages its consumers to channel their inner detective.

Conceptualized by Pixelfox, this exciting new campaign kicked off with a TVC teaser by Bingo! Mad Angles which posed the question: “Uss Raat Kya Hua Tha?” (What Happened Last Night?), followed by their iconic soundbite “MMMMMMMMM”. It then invited its viewers to come up with creative theories in order to decode the intriguing mystery.


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Social media soon exploded with theories and conspiracies, with the top 20 wildest entries leading to the creation of entertaining memes using GenAI Wizard Midjourney. At the peak of the campaign, Bingo! shone the spotlight on itself, launching numerous rap videos inspired by these memes using ChatGPT. These were then transformed into a catchy rap anthem with the help of Musify and Uberduck AI, and further enhanced with the launch of a captivating GenAI Art Gallery template (involving Midjourney, Kaiber AI and Runway AI) which brought their viewers’ static memes to life.

Amit Damani, Founder of Pixelfox, stated:”Bingo! Mad Angles has consistently been at the forefront of delivering engaging advertising solutions to its valued consumers. This GenAI-powered campaign exemplifies our unwavering dedication to innovation and creative disruption. Together with Bingo, we are redefining the rules and forging new paths in the world of advertising.”

Kavita Chaturvedi, Chief Operating Officer, Snacks, ITC said: “We wanted to challenge the conventional norms of how brands engage with their audience. With our new campaign, we’ve taken the philosophy of unleashing the unexpected to a whole new level. Bingo! Mad Angles has been at the forefront of delivering ‘MMM’ ad solutions to our consumers and this GenAI-driven campaign is a testament of our commitment towards innovation and disruption.”

This detective campaign sought to not only enhance user engagement but also to reaffirm the brand’s commitment to delivering colorful and cutting-edge creatives. Judging from the buzz they created on social media, it’s safe to say that they have accomplished their goal.