11 million people in India travel by train every day, we decided to catch them at railway stations. Majority of the trains run late, this worked in our favour. 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 stations. 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. The train will depart once he finishes munching.

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.