Bingo! Mad Angles, the snacking brand from the house of ITC, has rolled out a campaign ahead of Halloween titled, 'Desi Bhoot Bachao' (Save local ghosts) that hilariously protests the ‘westernisation’ of horror even as it attempts to revive India's local spooky spirits.

Conceptualised by Tonic Worldwide, the campaign showcases a nation-wide protest erupting on the streets against the ‘popularity’ of western ghosts such as Draculas and witches, while supporting ‘local ghosts’ for 'national and cultural pride'.

The film highlights how Halloween has gone so mainstream that even our bhoots have been sidelined by their videshi counterparts. It unfolds as a spoof news special featuring angry citizens, a confused news anchor, and a chorus of forgotten desi bhoots demanding justice. 

The execution mimics the look and feel of Indian TV newsrooms, with a confused anchor trying to manage an escalating debate .The visual storytelling shifts between handheld, documentary-style protest footage on the streets to the pandemonium in the newsroom, with the over-the-top reactions and quirky drama elevating the ensuing chaos.

 

 

 

 

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What we think about it: Though seemingly shallow and silly on the surface, the campaign is, in fact, a clever and hilarious parody and a sharp commentary on the growing trend of manufactured protests over trivial outrages in the name of supposedly hurt ‘religious’, ‘cultural’, or ‘national’ pride. While the irony of the entire protest taking place around a western festival is not lost, the overall messaging lands well for a homegrown snacking brand.

Sudish Balan, co-founder and chief creative officer, Tonic Worldwide, said, “We’ve reached a point where Halloween parties in India have more Draculas than Dayans. With Desi Bhoot Bachao, we wanted to haunt that thought... quite literally. Bingo! has always celebrated the madness in our culture, and this time we’re just reminding everyone that our own bhoots have more character, more chaos, and way more masala than their videsi cousins. If we’re going to get scared, it better be by something that speaks our language not in subtitles.”

The film has been released across the brand’s digital platforms on 29 October, inviting users to submit their best protest slogans for a chance to win prizes.