ITC’s snack brand Bingo Mad Angles launched a recent GenAI campaign asking consumers ‘Uss raat kya hua tha?’
Conceptualised by Pixelfox, the campaign kicked off with a TVC teaser, posing the question “Uss raat kya hua tha?” followed by the brand’s “mmmmmmmmm” soundbite.
The campaign was designed to invite and challenge audiences to channel their inner detective, encouraging them to craft imaginative theories and decode the unfolding mystery.
Social media buzzed with theories, inspiring Midjourney to create memes of the top 20 entries. The campaign also had Bingo launch a rap video inspired by these memes. The narrative was translated into lyrics by ChatGPT and transformed into a rap song in collaboration with Uberduck AI and Musify. Complementing it was a GenAI art gallery template by Runway AI, Kaiber AI and Midjourney, which brought the static memes to life.
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.”
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.”
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