ACP Pradyuman’s CID team faces doppelgangers in Bingo! Mad Angles mystery ad

ITC’s Bingo! Mad Angles has launched a new variant, Mystery Pickle, as part of its Mad Angles range. Building on the popularity of Achaari Masti, the new flavour explores India’s love for pickles with a unique twist. To promote the launch, the brand has teamed up with CID characters ACP Pradyuman, Daya, and Dr. Salunkhe, framing the campaign as a mystery that encourages consumers to play detective.

To promote the launch, Bingo! partnered with the crime show CID for a crossover-style TVC. The ad features ACP Pradyuman, Daya, and Dr. Salunkhe investigating the mystery flavour with forensic clues and intense stares. A twist in the film shows the trio meeting their doppelgangers from an alternate universe, leading to a race to solve the mystery.

Suresh Chand, VP 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 & the tie up with the show CID has enabled us to craft yet another stand out communication & 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”

The product is now available across the country at local retailers, modern trade and E-commerce platforms.