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Chitale Bandhu launches Bingebar with innovative digital campaign and offline activation

The brand known for its quirkiness, came up with “When Khaby dreams of Bingebar, he becomes Khwab-y!”

Chitale Bandhu, an 82-year-old company, with a legacy in making sweets in Maharashtra, has announced its foray into the savoury snack segment with the launch of the brand Bingebar. The digital campaign kickstarted in the quirkiest manner where the brand pranked its customers with a sign-up teaser which spread the word that a new “Bar” is coming to Maharashtra. Later, the brand revealed the identity of Bingebar by unveiling the official logo along with the ad films for each product on all social media platforms.

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To reach the target audience, both online and offline marketing channels were leveraged. The offline channels focus on the feedback of the consumers. Free samples were given to consumers through Zomato deliveries and in-person by actors dressed as Bhelwallas. An online pre-launch campaign roped in influencers who encouraged their followers to sign up for free samples on social media platforms like Instagram, Facebook, and Twitter. 

The brand has released films and brand explainers with catchy music for each flavour across multiple channels to create a high recall for the FCMG brand. 

Indraneel Chitale, Managing Partner, Chitale Group, said, “We are delighted to launch the first-ever Bingebar digital campaign that aims at creating awareness about the popular Indian namkeens turned into a single-serve, convenient to eat product. We at Chitale Bandhu are dedicated to indulging our customers with a wide range of products and by entering into the category of savoury bars. Our aim is to bring convenience to our customers where they can eat their traditional snacks anywhere, on the go. To reach the younger audience we ensured that an optimum mix of online and offline campaigns was adopted.”

Dhanashree Jere, Group Account Director, Wit and Chai, said, “The brand is completely reinventing the way Indian namkeens are consumed. The convenience of the product is more appealing to the younger generation thus the entire brand communication was designed to appeal to the said category. The overall marketing strategy uses a mix of digital and offline channels that focus on creating top of the mind recall and product trials.”

Bhel vendors distributed the product in the most traditional manner with an urban twist. The vendors gathered an audience in the prime locations of Mumbai like Carter road and Dadar Chowpaty. The product is now available in Mumbai and Pune with plans to expand in domestic and global markets as well.

Campaign:

Instagram:

https://www.instagram.com/bingebar/?hl=en

Twitter:

YouTube:

https://www.youtube.com/channel/UCJLrp8f7nwMwirO1Xq-pPWg

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