The Story of Achha Aaloo (Good Potato)

Bingo!, a popular potato chip brand, wanted to differentiate itself from its rivals by developing a distinctive brand voice. For this, the company unveiled "Achha Aloo" as a new brand mascot. The character's name, "Achha Aloo," means "good potato" in Hindi, emphasizing both the brand's product and connecting with Indian culture and the local audience!

Bingo! realised that creating a relatable and engaging character was simply the first step in building a successful brand. The brand had to develop effective engagement activities to drive the campaign for a year with REACH, RELEVANCE, and RESONANCE at its core to keep the momentum going.

To kickstart the campaign and appeal to the younger generation, the brand collaborated with the youth icon Ranveer Singh to feature in a TVC and a rap song. The rap song and TVC were created to highlight the character's distinct peculiarities and characteristics while also showcasing the brand's lively and vivacious nature.

The brand partnered with 52 renowned illustrators across the globe to create 52 comic illustrations featuring Achha Aaloo. Each illustrator posted their own episodic story and tagged another illustrator, creating relay-style content that resulted in a successful always-on campaign on Instagram. The campaign's reach was amplified as fans and followers shared the illustrations on their Instagram stories.

The brand explored meme space and leveraged moment marketing to create engaging content. The brand developed multiple meme templates to drive user-generated content encouraging audience involvement.

The brand further capitalized on the popularity of its character by releasing exclusive merchandise, including T-shirts and mugs designed by illustrators.

The brand also ran a contest for an AR filter game where users could enter to win Achha Aloo t-shirts.

Overall, the brand's multidimensional strategy led to a comprehensive and successful marketing effort that resonated with its target audience.

The campaign received more than 260 million impressions, reached more than 80 million individuals, and generated more than 5 million engagements. Sales of Bingo Potato Chips increased by an astounding 13% as a result of the enthusiastic response.