Interesting developments in the snack world – an international company with a distinctly Indian brand name, Kurkure, recently went desi. Now it’s Bingo’s turn to flip the argument. The hallmark, even expectation of a Bingo commercial is it’s zaniness. Which IMHO, is distinctly watered down in the latest avatar – for International Cream & Onion. The smart part about it is the branding – I think it’s a sour cream & onion flavour (slurp, my favourite was the Pringles brand) which is neatly packaged as ‘international’. But the gag – a local loser masquerading as a slick NRI – is from the 70s and 80s movies and the moment he gifts Bingo the story is over. Think Rajendranath or Mehmood fooling his would-be-father in law. The ad is likely to be popular and gets home the vilayati message –when you have someone blaring it over a loudspeaker, you can’t go wrong.
Also did you notice the proliferation of the brand name in the TVC? The brand name & variant is mentioned at least 4 times. Branded memorability, anyone? Compare it with the earlier ads. Question: if all the first set of commercials (Vango Pongo, Glad Bangles) did not exist and if this were to be the first commercial someone sees of the Bingo brand, would it score as highly on likeability?