Case study · 2021 · Bombay Sweets

Ring Chips Valentine's campaign

A heritage snack brand that had lost younger consumers used Valentine's 2021 and the line "ভালোবাসায়, বন্ধনে" to re-enter the conversation. Published result: more than 4 million views, engagement above 3%, and #myringchips recognised by Facebook as a trending hashtag.

Situation

Ring Chips had been a category leader and had become a memory. Pretending it was still the default snack of the 2000s would have failed. The brief needed a cultural moment, not a nostalgia lecture.

Role

Azizul Hoque Shiplu led the platform and the online film, with trade-level and one-to-one engagement sitting beside the OVC so user clips did not drift off-brand.

Approach

The campaign combined an OVC with website, Facebook, YouTube, display, IMO, in-game and trade channels. User-made clips were invited under a line the brand could still own.

Result

More than 4 million views, engagement above 3%, thousands of pieces of user-generated content, and #myringchips listed by Facebook as a trending hashtag.

What this teaches a similar brief

Heritage snacks need a date on the calendar and a rights plan for user clips. See OVC and OVC production.

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