ITC Foods launched a new brand of potato chips and finger-food snacks onto the Indian market with a smart piece of content integration on radio.
Using the idea that "Greed is good," Bingo! targeted consumers in New Delhi, Mumbai and Bangalore by teaming up with the new youth radio station Fever 104.
Consumers were asked to call in and listen to the sound of a ticking time bomb.
The rules of the Bingo! Tick Tock Boing competition meant the longer they held out, the bigger the cash prize -- although if they waited too long they would hang up empty-handed.
The contest was promoted via outdoor and PR as well as radio broadcasts, and the station attracted more than 4 million calls in four weeks.
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