Submitted by Pulpkey

ITC Bingo Sub-Brand Influencer Campaigns

Influencer Marketing

Pulpkey ran always-on and event-led influencer campaigns across Mad Angles, Tedhe Medhe and Bingo Original for ITC's Bingo, with the agency reporting 1.51M views from 13 pieces of content.

1.51MViews
619.7KReach
104.8KTotal Likes
25KSaves

Case in 60 seconds

Bingo needed to stay top-of-mind with Gen Z and millennial snackers across India, which was hard because Mad Angles, Tedhe Medhe and Bingo Original each carried its own personality and moment marketing goals.

Pulpkey treats each Bingo sub-brand as reaching snackers through a different cultural register, because Mad Angles fits memes, Tedhe Medhe fits regional dialect comedy and the Martin Garrix event fits concert energy, so casting carried the fit.

Pulpkey built a tailored plan for each campaign burst rather than one uniform brief, keeping content snackable, expressive and rooted in fun while matching every creator roster to the personality of the sub-brand involved.

Creators made Reels, Stories and collab posts, from commentary-led posts to street-style skits and packaging reveals, while regional creators, including UP-based influencers, carried Tedhe Medhe and music-aligned creators covered the Martin Garrix concert collab for Bingo.

Pulpkey reports 1.51M views and 619.7K reach from 13 pieces of content, alongside 104.8K total likes, 523 total comments, 25K saves and 14K shares across the Bingo campaigns.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Gen Z and millennial snackers across India.
The campaigns tied into massy moments, trending formats and concert youth culture, so Bingo's relevance depended on reading culture as it moved rather than on a fixed brand message.
Pulpkey casts Bingo as a spontaneous, fun snacking brand, so the content stayed snackable and expressive while each sub-brand kept its own edge, from Mad Angles memes to Tedhe Medhe hometown connect.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Pulpkey (lead_agency)

Creator role

  • anandsingh_77 — creator
  • ashu_toch__ — creator
  • bantemaster — creator
  • dhruvtalwarrr — creator
  • divyanshutiwari.13 — creator
  • i.preranadas — creator
  • pratibhaarora29_ — creator
  • rahuldey — creator
  • rajivkumar_22 — creator
  • sail_shelar — creator
  • tejust_asach — creator
  • unnatitomarrr — creator

Results & Evidence

MetricValueResult type
Views1.51M viewsvideo_views
Reach619.7K reachreach
Total Likes104.8K likesperformance
Saves25K savesperformance
Shares14K sharesperformance
Total Comments523 commentsperformance
Creators13 creatorscreators_count
Content Made13 content piecesscope

Why Pulpkey's strategy worked

  1. 1

    Regional creators speaking in their own dialect can give a national snack brand hometown relevance, because the Tedhe Medhe bursts relied on UP-based influencers and local comedy formats rather than national reach.

  2. 2

    A portfolio of sub-brands can run through one agency while each keeps its own voice, because casting and format change with every burst rather than one roster being shared across Mad Angles, Tedhe Medhe and Bingo Original.

  3. 3

    Event-led bursts gain credibility from creators whose content already matches the event's culture, which is why music-aligned creators were cast for the Martin Garrix concert collab rather than the meme and comedy creators used elsewhere.

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