TC has a big challenge: the brand enters a market dominated by one player. PepsiCo is currently the leader in the branded snack market with its brands Lay's and Kurkure, owning 45 per cent market share.

Malvika Mehra, senior creative director, Ogilvy Bangalore, which devised a campaign for Bingo, says, "Apart from the buzz, we wanted to establish the combinations in an interesting and memorable way."... more