ITC Bingo! collaborates with Aoora to launch song ‘Maeun Maeun' for their latest Korean flavours

ITC Bingo!’s has launched Bingo! 2X Hot and Spicy Korean-style chips in three formats – Bingo! Original Style, Bingo! Hashtags and Bingo! Potato chips. Recognising the Indian consumers’ undeniable love for all things Korean, from K-drama to K-pop and now Korean cuisine, the brand believes that Bingo! is the first brand in India to launch Korean-flavoured savoury snacks.

To amplify the launch and tap into the K-wave, Bingo! has collaborated with South Korean singer Aoora, for a new song – Maeun Maeun, which means Spicy, Spicy in Korean. The music video has been conceptualised and developed by Tonic Worldwide. This collaboration aims to leverage the popularity of Korean pop culture (K-pop) amongst the target audience, creating a wider buzz around the launch of Bingo! 2X Hot and Spicy Korean-style chips.

The brand has also partnered with approximately 15 influencers across regions, including Korean influencers in India, Indian influencers in Korea and food vloggers, to spread awareness about the new launch.

Suresh Chand, VP and Head of Marketing, Snacks, Noodles and Pasta, ITC Foods, commented on the launch, "The Korean culture has significantly penetrated in India especially among the GenZ audience. We, too, noticed that our consumers are seeking Korean experiences in snacking. Catering to this demand, we have launched the all new first-of-its kind spicy, tangy Korean-Style Chips in the Indian market. Infused with Korean-inspired flavours tailored to the spice-loving palates of India, we are confident that this range will delight our consumers.”

Spokesperson from Tonic Worldwide said, “This collaboration between Bingo and Aoora is twice as spicy.  ‘Maeun’ means spicy in Korean. The new flavour is so spicy that we had to add another ‘Maeun’! As an agency, we are obsessed with the consumer, their behaviour, so when it came to launching a product that is for the GEN-Z, we wanted to do it in their language. K-Pop, is way beyond a music genre for the audience, it’s a part of their culture. The catchy song captures the core essence of the new flavours Korean style. Super excited!”

Agency credits:

Agency: Tonic Worldwide
Production House - Tonic Films Division
1.  Directed and edited: Pravin Kumar Singh
2. Assistant Director 1:  Adwait Karambelkar
3.  Assistant Director 2: Yamini Benjamin:
4. Post Production: Rohan Jadhav
5. Post Production: Niraj Patel
6. Lyrics and Music Composer: Abhiroop Dasgupta
7. Account Manager: Leena Thakar
8. Brand Strategy: Sonaali Malhotra, Ankita Chohan
9. Sr. Creative Director - Josna Joseph
10 Chief Creative Officer - Sudish Balan