New Delhi: As the country is engaged in one of the biggest cricketing events of 2019, Bingo!, the snacks brand from ITC Ltd, announced the release of “Come on India, Dikhado!” song, using the iconic cheer from the classic cricket anthem from the late 90’s. “Come on India!” cheer, which resonated with the sporting spirit of each Indian of that era, has been used in the latest anthem by Bingo! to pack a punch of excitement among the modern day millennia. This song has gone on air on digital platforms from June 14.
Link to the song: https://www.youtube.com/watch?v=4FelwZ3KJNQ
The song is composed by Shameer Tandon and sung by Shaan while rapper Babu Haabi has rendered a contemporary feel to the song. Adil Shaikh, popular Bollywood director has directed the video which captures the multitude of emotions and sentiments of the Indians who revere the game as a religion. The video also features viral star ‘Dabbu uncle’ along with popular TVF web-series actors Lleo, Badri, Jassi, Shivankit and Chote Miyan Arun which lends a “Bingo!” touch to the video.
Commenting on the launch, Hemant Malik, Divisional Chief Executive, Foods Division, ITC Ltd. said, “At ITC, we look forward to be a part of the excitement and enthusiasm that Cricket enjoys in our country. With the ‘Come on India Dikhado’ song we aspired to create the nostalgia associated with the sport among every passionate cricket lover as they cheer their team. We are positive that with the launch of this song Bingo! will create a buzz and an uproar keeping up with the sporting excitement.”
About ITC Foods
ITC’s branded packaged foods business is one of the fastest growing foods businesses and the third largest foods company in India, driven by the market standing and consumer franchise of its popular brands-Aashirvaad, Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, Mint-o, Candyman and GumOn. The foods business is today represented in multiple categories in the market-Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery and the newly-introduced juices & beverages.
ITC’s Foods brands delight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC’s in-house R&D capabilities, deep consumer understanding, knowledge of preferred Indian tastes, agri-sourcing & packaging strengths and an unmatched distribution network.
ITC’s uncompromising commitment to the health and safety of its consumers ensures adherence to the highest levels of quality, safety and hygiene standards in manufacturing processes and in the supply chain. All ITC-owned manufacturing units are Hazard Analysis and Critical Control Point (HACCP) certified. The quality performance of all the manufacturing units is monitored continuously online. Going beyond the process control, ITC ensures that quality standards are scrupulously adhered to while choosing ingredients that go into the preparation of its food products.
The business continues to invest in every aspect of manufacturing, distribution and marketing to ensure that it can leverage emerging opportunities and fulfill its aspiration of being the most trusted provider of branded packaged foods in the country. ITC’s Foods business also exports its products to the key geographies of North America, Africa, Middle East and Australia.
