We decided to target people at railway stations. We thought of using a medium that was never explored. We tied up with the Indian railways and used their public address system present at the stations. People waiting at stations were eager to know the latest updates about their respective trains, and were all ears whenever there was an announcement in progress. We announced (in the same tone and manner that railways do) and told people that their train is delayed because the engine driver is munching on a pack of Bingo! Premium Salted, which has 25% extra chips. And the train will depart once the engine driver has finished munching on the pack. The public address system was our only channel. These announcements were carried out at select stations across India and they worked together to maximise the campaign.

Unsuspecting people thought it was a regular announcement, until it was completed. The message not only left a smile on their faces, but also created high awareness about our promo offer. Bingo! Premium Salted Potato Chips managed to get a 32% increase in their volume sales during the promo. And the momentum lasted for the next few months.