Mumbai: In a bold new crossover that blends flavour with forensic flair, ITC’s Bingo! Mad Angles has launched its latest innovation — Mystery Pickle, a tongue-tickling twist on its bestselling Achaari Masti variant. To turn up the intrigue, the brand has teamed up with none other than India’s cult crime-busting trio — ACP Pradyuman, Daya, and Dr. Salunkhe from CID — to solve the case behind this mysterious new flavour.
The quirky TVC campaign, shot in classic CID style, sees the iconic trio dive into the world of snacks, chasing clues, decoding taste notes, and ultimately encountering their mad doppelgangers from an alternate universe. With sharp dialogues, intense stares, and plenty of easter eggs for CID fans, the ad film brings together nostalgia, humour, and snackable suspense in a memorable culinary whodunnit.
As part of the campaign, Bingo! Mad Angles Mystery Pickle invites consumers to join in on the fun with an on-pack engagement, where snackers can guess the secret flavour and stand a chance to win exciting prizes — making the entire launch gamified and participatory.
Suresh Chand, VP & Head of Marketing, Snacks, Noodles & Pasta, Foods Division, ITC Ltd. said, “Achaari Masti has long been our breakout hit and a consumer favourite, so it was only natural that we push the boundaries with another exciting twist on the pickle genre. The entire launch is gamified to engage our core TG from the get-go & the tie-up with the show CID has enabled us to craft yet another standout communication & lend gravitas to the whole mystery angle.”
Josna Joseph, Senior Creative Director, Tonic Worldwide, added,“With Bingo! Mad Angles Mystery Pickle, we didn’t just launch a new flavour, we cracked open a full-blown whodunnit. Partnering with the legendary CID show gave us the perfect playground to build intrigue, nostalgia, and madness into every frame. From iconic catchphrases to parallel pickle realities, this campaign was all about blending cultural memory with fresh chaos. The result? A snackable mystery that India can’t stop decoding. Just the way Mad Angles likes it.”
The new Mystery Pickle flavour is now available nationwide across local retailers, modern trade stores, and e-commerce platforms — offering snack lovers a flavour adventure with a side of detective drama.
