Indian youth have gone far beyond liking Korean culture. They know it.
The insight
They know the language, the food, the music, the moves. Which also means they can tell when a brand is genuinely part of that world and when it’s simply borrowing from it.
For Bingo!, authenticity had to come through in the language, the flavour and the way people could participate in the idea.
The brief
Bingo! was launching its Korean Style Chips into a market already riding the K-wave.
The opportunity was bigger than putting a Korean flavour on a pack. We had to build enough credibility around the launch for a young, culturally aware audience to see Bingo! as a real choice in the category.
What we did
We found our word for it: Jinjja. Korean for “real”.
We used it as the first clue. A cryptic viral moment featuring Dhanashree got people curious before the launch film finally revealed what was behind it: Bingo!’s Korean Style Chips, truly Korean in taste.
Once the product was out, we gave people their own way into the idea through the #JinjjaHookstepChallenge, taking it across Instagram, WhatsApp and a microsite, with trips to Korea and a lifetime supply of chips up for grabs.
Korean and Indo-Korean creators added another layer of credibility, helping the campaign stay close to the culture it was drawing from.
