Bingo! urges snackers to channel their inner detectives in new GenAI campaign

Integrated creative agency Pixelfox has unveiled its new collaboration with ITC Bingo! for the launch of its recent GenAI Campaign. Fusing creativity with technology, this exciting association marks a significant leap in enhancing user engagement, reaffirming the company’s commitment to delivering cutting-edge creatives. 

The campaign kicked-off with a TVC teaser by Bingo! Mad Angles, posing the intriguing question "Uss Raat Kya Hua Tha?" (What Happened Last Night?), followed by the brand’s iconic "MMMMMMMMM" soundbite. This intriguing attempt was designed to invite and challenge audiences to channel their inner detectives, encouraging them to craft imaginative theories and decode the unfolding mystery. 

Social media buzzed with imaginative theories, with the top 20 entries leading to the creation of hilarious memes using GenAI Wizard Midjourney. At the campaign’s peak, Bingo! took the centre stage with the launch of rap videos inspired by these memes, using ChatGPT and subsequently transforming the same into a captivating rap anthem with the help of Uberduck AI and Musify. This endeavour was further enhanced with the introduction of an enthralling GenAI Art Gallery template, a combined creation involving Runway AI, Kaiber AI, and Midjourney, which brought the static memes to life.  

Expressing enthusiasm, 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.”  

Talking about the campaign, 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.”