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Time of India

CID team roped in to solve the new Bingo! Mad Angles ‘Mystery Pickle' case

In its latest innovation, ITC's Bingo! Mad Angles has launched Mystery Pickle — a quirky, flavour-packed twist in its Mad Angles portfolio. Building on the immense popularity of the lead variant Achaari Masti , this new variant dives deeper into India's love for achaar, with a twist so intriguing that has piqued the curiosity of CID 's ACP Pradyuman, Daya, and Dr. Salunkhe. Designed to spark interest, the launch has been packaged as a flavourful mystery that invites everyone to play detective. The new product variant Bingo! Mad Angles Mystery Pickle brings the mystery alive through an on-pack consumer engagement that challenges snackers to guess the mystery flavor and stand a chance to win exciting prizes. To take this one-of-a-kind launch a notch higher, Bingo! has partnered with the cult-favourite crime show CID to create an imaginative crossover style film. The humorous TVC is shot in classic CID style with forensic clues & intense stares with the iconic trio of ACP Pradyuman, Daya, and Dr. Salunkhe hard at work to crack the mystery flavor. A dramatic twist brings them face to face with their doppelgangers from an alternate universe culminating in a MAD race to solve the mystery. The TVC blends nostalgia, comedy, and a tad bit of mystery and is crafted with ample easter eggs for the true-blue fans of CID. Suresh Chand, vice president and head of marketing, snacks, noodles and pasta, foods division, ITC said, 'Achaari Masti has long been our breakout hit and a consumer favourite, so it was only natural that we push the boundaries with another exciting twist on the pickle genre. The entire launch is gamified to engage our core TG from the get-go and the tie up with the show CID has enabled us to craft yet another stand out communication and lend gravitas to the whole mystery angle.' Josna Joseph, senior creative director, Tonic Worldwide said, 'With Bingo! Mad Angles Mystery Pickle, we didn't just launch a new flavour, we cracked open a full-blown whodunnit . Partnering with the legendary CID show gave us the perfect playground to build intrigue, nostalgia, and madness into every frame. From iconic catchphrases to parallel pickle realities , this campaign was all about blending cultural memory with fresh chaos. The result? A snackable mystery that India can't stop decoding. Just the way Mad Angles likes it.' Watch the video here: