ITC's TikTok brand awareness campaign for new snack Bingo! Starters garners 2.52 billion views in three days

Short-format video content platform TikTok partnered with ITC’s Bingo! to launch their new pulse-based snack, Bingo! Starters. With Ranveer Singh as the brand ambassador, Bingo! launched an interactive and entertaining Hashtag campaign called #StartWithStarters where users accepted a dance challenge. The campaign amassed 8.5 billion views since the launch while encouraging users to start their day with some healthy snacking. The campaign garnered 2.52 billion in three days of its launch.

TikTok understands that the Gen Z likes S-I-N-C — short-form, influencer-driven, native and co-created content and keeping this in mind caters to diverse advertising needs which are critical for brands today. This gives partner brands an opportunity to connect with their audiences, an option explored by ITC’s Bingo! Starters to create awareness on their new healthy snack, the first pulses-based chip in the country. The partnership witnessed an innovative and interesting launch that was also trending on the app.

Sachin Sharma, Director, Sales and Partnerships, TikTok India, said, “TikTok presents innovative brand solutions to deliver exciting experiences that drive engagement and business results. We work across unique ad formats that enable brands to effectively connect with the digital audiences across the country in an interesting and interactive format. The collaboration was on one of our widely used ad formats, a hashtag campaign, the response to which was phenomenal.”

TikTok allows users to express their creative ideas through content, giving rise to extremely interactive hashtag challenges and trending topics that anyone can participate in. By letting users create their own content for a brand's campaign, hashtag challenges give users a sense of being part of the brand, turning them into authentic and powerful brand ambassadors.

Shuvadip Banerjee, VP Marketing at ITC, said, “Our foray into pulse chips was an effort to come forward with a snack that is healthy as well as tasty. The #StartWithStarters challenge was all about connecting with the youth and introducing the pulse chips as an option for healthy snacking. Who better than Ranveer Singh could have ‘Started the Journey for Bingo! Starters’. We are ecstatic that our association with TikTok helped us further our objective and gave the audience an interesting challenge while having fun munching their new favourite snack.”