Integrated creative agency Pixelfox recently worked with the food brand ITC Bingo! for the launch of its recent GenAI campaign.
The campaign kicked off with an enigmatic TVC teaser by Bingo! Mad Angles, posing the intriguing question "Uss Raat Kya Hua Tha?" (What Happened Last Night?), followed by the brand’s iconic "MMMMMMMMM" soundbite. The audience was then invited to answer the question with their own theories.
The GenAI wizard Midjourney to create hilarious memes of the top 20 entries.
The campaign's peak saw Bingo! launch a rap video inspired by these memes. The creative narrative was expertly translated into lyrics by ChatGPT and transformed into a captivating rap anthem in collaboration with Uberduck AI and Musify. Complementing it was a GenAI Art Gallery template by Runway AI, Kaiber AI, and Midjourney, which brought the static memes to life.
Talking about the campaign, Kavita Chaturvedi, chief operating officer, of Snacks, ITC said, “We wanted to challenge the conventional norms of how brands engage with their audience. With our new campaign, we’ve taken the philosophy of unleashing the unexpected to a whole new level."
Amit Damani, founder of Pixelfox, stated, "This GenAI-powered campaign exemplifies our dedication to innovation and creative disruption."