The brand continues with its unique selling proposition in its new campaign created by Ogilvy Bangalore; watch the TVC here.
Neha Saraiya | Delhi | August 1, 2011
Conceptualized by Ogilvy Bangalore, the TVC titled âMissing Sonâ is set in a police station where a small boy is rescued from kidnapping, with her mother coming to identify him. But knowing the nuances of Indian Bureaucracy, the boy is not handed over to his mother because the snack stick in his hand, quite particularly does not match the photograph. And thatâs what the electrifying idea behind the campaign- âHar stick mai alag twistâ.
Thus depicting the story in a typical mad Bingo fashion, the commercial takes the communication of the snack brand further.
âThere is one thing that we keep in mind, while doing Bingo commercials- âhumourâ. But at the same time, it has to go through some kind of product root also,â explains Arkadyuti Basu, Senior Creative Director, O&M
Shot in Mumbai, over a day, the current TVC spot is of 40 seconds.
Arkadyuti further reveals that the central protagonist of the TVCÂ (the small kid) is a popular face in the industry and has done a couple of commercials. Infact the reason for short listing him to play the lead character was that the creative team was in search of a highly expressive face with a perfect timing for comedy. And the child actorÂ (named Bittu in the film) perfectly delivered that dash of humour with a tone of innocence to it.
Sharing an incident that took place while shooting Arkadyuti says, âThe boy liked the snack so much, that during the end of the shoot, he had by that time, finished a huge number of packets of âTedhe Medheâ. I have never seen a person, munching snacks to this quantity and that too in a dayâ.
The director for the commercial is Rajesh Krishnan and it is produced by Soda films.
Advertising Agency: Ogilvy & Mather Advertising, Bangalore
Creative Team: Arkadyuti Basu, Mukund Olety, Shekar Hebbale
Account Management: Tithi Ghosh, Asif Shakeel, Emily Chakraborty
Account Planning: Ramesh Kumar, Ajay Ravindran
Production House: Soda Films
Director: Rajesh Krishnan