CID Team Faces Doppelgangers in Bingo! Mad Angles Ad

ACP Pradyuman, Daya, and Dr. Salunkhe are back—but this time, they’ve met their match in their own lookalikes! In a delightful crossover for ITC’s Bingo! Mad Angles new “Mystery Pickle” flavour, the legendary CID trio returns to solve their zaniest case ever: a snackable mystery with a tangy twist and some alternate-universe chaos.

A Tasteful Mystery Worthy of CID

Building on the mega-success of their fan-favourite Achaari Masti, Bingo! Mad Angles brings “Mystery Pickle,” a crunchy chip that deepens India’s love affair with all things achaar. Instead of a regular product launch, ITC has concocted a TVC campaign that’s equal parts detective drama and comedy, teaming up with the cult crime show CID. The result is a whodunnit snack hunt that combines nostalgia, sharp CID catchphrases, and surprise doppelgangers in one playful package.

The Campaign: Parallel Pickles, Parallel Universes

The ad opens in classic CID style—intense forensic clues, signature dramatic music, and stern stares between ACP Pradyuman, Daya, and Dr. Salunkhe as they probe the origins of this mysterious flavour. Suddenly, in a twist straight out of sci-fi, they come face to face with their doppelgangers from an alternate universe, each as baffled and competitive as the original. What follows is a hilarious race—not just to crack the case, but to prove which CID team can solve the “Mystery Pickle” puzzle first.

Dialogue from the TVC echoes the show’s legendary vibes—think Daya smashing doors, “Something is fishy,” and “Case files may have the clues!” The madcap action keeps viewers hooked, blurring the lines between crime-solving and fun-filled snacking.

A Gamified Launch for India’s Snack Lovers

 VP and Head of Marketing, Snacks, Noodles & Pasta, Foods Division, ITC, puts it:

“Achaari Masti has long been our breakout hit and a consumer favourite, so it was only natural that we push boundaries with another exciting twist on the pickle genre. The entire launch is gamified to engage our core audience from the get-go. The tie-up with CID allowed us to craft yet another standout communication and lend gravitas to the mystery angle.”

To make the fun interactive, Bingo! Mad Angles Mystery Pickle invites fans to play detective themselves. Every pack features a QR code—scan, guess the secret flavour, and you could win prizes, all while enjoying the quirky new taste. This on-pack contest deepens engagement and transforms every snack break into a playful investigation.

The Creative Perspective: Nostalgia Meets Newness

Senior Creative Director at Tonic Worldwide, sums up the campaign’s energy:

“We didn’t just launch a new flavour, we cracked open a full-blown whodunit. Partnering with CID gave us the perfect playground for intrigue, nostalgia, and madness. From iconic catchphrases to parallel pickle realities, this campaign is 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.”

Available Nationwide, From Kirana Stores to e-Commerce

Bingo! Mad Angles Mystery Pickle is now available across local retailers, modern trade stores, and popular e-commerce platforms, so fans everywhere can join the adventure—whether as viewers, eaters, or amateur detectives.

Why This Campaign Stands Out

• Iconic CID nostalgia: Taps into beloved TV memories for instant relatability.
• Humour and suspense: Blending detective parody with snack fun for all ages.
• Gamified consumer engagement: Makes eating chips an interactive, prize-winning game.
• India’s pickle love: Delivers a new twist on a classic, unique Indian taste.