Advertising
Film

Mad Angles 'Eye Clinic'
Brand: Bingo!
Client: ITC
Entrant: Ogilvy India

Baby Blue Elephant

Entry Title:	Mad Angles 'Eye Clinic'
Brand:	Bingo!
Client:	ITC
Entrant Company:	Ogilvy India
Description:	Bingo! Mad Angles is a snacks brand in India, with a long line of really funny, entertaining ads. So much so that these ads have become part of pop culture over the years. But lately its 'fun' image had taken a beating. The brand was failing to capture the consumers' imagination because of a more laddered approach to the communication. Mad Angles had lost its 'madness'. We had to bring back the old magic and make people laugh. Indian humour has its own 'silly logic'. We used this approach and decided to anchor the humour in the taste of Mad Angles. Our idea was simple: if you have Mad Angles, you will let out an 'mmmmmm'. How far along the madness scale this leads to, is what we decided to test. And it led us to a quack's eye clinic where he uses this 'mmmmmm' to miraculous effect.
English Translation:	Young man: Doctor! I can’t see a thing! Eye doctor: Come, have a seat. Read this. Young man: X... P... 4... Q! Eye doctor: Now read again. Young man: Mmm... mmm... mmmmmm! Eye doctor: Congratulations! Your eyesight is perfectly fine. Doctor's assistant: Well done lad! Young man: Thank you Voiceover: A mmmmmmad solution for every problem. Bingo! Mad Angles
Company Credits:	Ogilvy India
Company Credits:	Earlyman Films
Individual Credits:	Kainaz Karmakar, Chief Creative Officer, Ogilvy India
Individual Credits:	Harshad Rajadhyaksha, Chief Creative Officer, Ogilvy India
Individual Credits:	Sukesh Nayak, Chief Creative Officer, Ogilvy India
Individual Credits:	Anurag Agnihotri, Chief Creative Officer, Ogilvy India - West
Individual Credits:	Saurabh Kulkarni, Executive Creative Director, Ogilvy Mumbai
Individual Credits:	Shahrukh Irani, Executive Creative Director & Copywriter, Ogilvy Mumbai
Individual Credits:	Pradyot Mokashi, Senior Creative Director & Copywriter, Ogilvy Mumbai
Individual Credits:	Yashima Yadav, Creative Director & Copywriter, Ogilvy Mumbai
Individual Credits:	Hephzibah Pathak, Executive Chairperson, Ogilvy India
Individual Credits:	V R Rajesh, Group CEO, Ogilvy India
Individual Credits:	Tithi Ghosh, President & Head of Office, Ogilvy Bengaluru
Individual Credits:	Priyank Vaghela, Vice President, Ogilvy Bengaluru
Individual Credits:	Vipindas Nair, Group Account Manager, Ogilvy Bengaluru
Individual Credits:	Ayappa KM, Director, Earlyman Films
Individual Credits:	Milin Shah, Producer, Earlyman Films
Individual Credits:	Anand Menon, Executive Producer, Earlyman Films
Individual Credits:	Vaishali Upadhyay, Account Director, Ogilvy Bengaluru
Individual Credits:	Easo John, Head of planning, Ogilvy South
Individual Credits:	Ankit Sinai, Planning Director, Ogilvy Bengaluru