Iconic TV Detectives Join Forces with ITC’s Bingo! Mad Angles to Launch a Whodunnit-Inspired Snack Campaign
National, July 21, 2025: ITC’s Bingo! Mad Angles has unveiled its latest innovation, Mystery Pickle, a quirky and flavor-packed twist to its bestselling snack portfolio. Riding on the success of the popular Achaari Masti variant, the new flavor dives deeper into India’s love for achaar, blending intrigue with a tangy surprise.
Adding a nostalgic twist, Bingo! has roped in CID’s legendary trio—ACP Pradyuman, Daya, and Dr. Salunkhe—to investigate the bold new flavor in a fun-filled crossover campaign. Designed to engage snack lovers, the launch invites consumers to play detective and guess the mystery flavor through on-pack challenges for a chance to win exciting prizes.
CID Meets Bingo! Mad Angles – A Flavorful Mystery
The launch is accompanied by a humorous TV commercial (TVC) shot in classic CID style, featuring forensic clues, intense stares, and a dramatic twist. The storyline follows ACP Pradyuman and his team as they confront their doppelgangers from an alternate universe in a madcap race to solve the Mystery Pickle case.
Packed with nostalgic CID catchphrases, cultural Easter eggs, and comedy, the TVC is designed to entertain both snackers and die-hard fans of the iconic crime series.
Suresh Chand, VP & Head of Marketing, Snacks, Noodles & Pasta, Foods Division, ITC Ltd., said:
“Achaari Masti has long been our breakout hit, so we wanted to push the boundaries of the pickle genre. The gamified launch, combined with the cult appeal of CID, has created a unique and engaging communication that elevates the mystery angle for our consumers.
”Josna Joseph, Senior Creative Director at Tonic Worldwide, added:
“With Mystery Pickle, we didn’t just launch a new flavor—we created a full-blown whodunnit. Partnering with CID allowed us to blend nostalgia, humor, and cultural chaos into every frame. It’s a snackable mystery that India can’t stop decoding—just the way Mad Angles likes it.”
Where to Find Bingo! Mad Angles Mystery Pickle
The new Mystery Pickle variant is now available nationwide at local retailers, modern trade outlets, and leading e-commerce platforms.
About Bingo! Mad Angles
Bingo! Mad Angles is a popular snacking brand under ITC Ltd., known for its bold, innovative flavors and triangular crunchy texture. With a portfolio that combines regional tastes and modern twists, Mad Angles continues to redefine India’s snacking experience.
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