Bingo! Mad Angles and Zepto have rolled out a campaign, 'Mmmmmmad for Peace', showcasing how everyday tensions can be moments of humour.

Conceptualised by Ogilvy, the campaign consists of an ad film.

The film opens on a heated news debate, mirroring how public discourse today often feels more like a battleground than a conversation. It then widens out to show how small disagreements escalate into full-blown fights, on the global stage, in neighbourhoods, and even among friends.

As tempers peak, Bingo! Mad Angles steps in as an unlikely “peace negotiator” with a cheeky fix: offer your opponent a pack of Mad Angles and watch the tension melt into a satisfied “MMMMMM.” The film uses humour to show how simple interruptions can soften even the sharpest moments. The brand positions itself as a playful diffuser of conflict, and closes by announcing its partnership with Zepto, inviting viewers to use the code 'MADFORPEACE' for a free pack, reinforcing that a small, light-hearted gesture can help restore calm.

What do we think about it: The film smartly taps into the constant hum of conflict in everyday life and diffuses it with a simple, on-brand twist that feels true to Bingo! Mad Angles’ irreverent humour. By turning the familiar “MMMM” into a symbol of agreement, the campaign lands its message clearly, even if the solution’s absurdity is precisely what makes it memorable.

Suresh Chand, vice president and head of marketing, snacks, noodles and pasta, Foods Division, ITC, said, “Bingo! Mad Angles has always been a brand that looks at life a little differently through a bolder, quirkier lens. Whether it’s our flavours or our humour, we love hopping onto what’s trending and flipping it our way. With ‘Mad for Peace’, we have reimagined the brand thought of “har problem ka mad solution”, providing a wacky solution for a very relatable problem that we are all living through."

Saurabh Kulkarni and Shahrukh Irani, executive creative directors, Ogilvy Mumbai, said, “The ‘MMMM’ sound is a great brand asset. It conveys yumminess, but it can also mean agreement. We put this to good use, and the result is absurdity. Because everything we do on Mad Angles has to be MAD.”