MUMBAI: ITC’s Bingo! Mad Angles has cooked up a tangy conundrum with its latest innovation, 'Mystery Pickle', a new achaar-loaded flavour twist that’s roped in by none other than the legendary CID team to crack the case. In a deliciously bizarre crossover, ACP Pradyuman, Daya and Dr. Salunkhe don their detective hats once again but this time, the only fingerprints involved are likely to be covered in spice.

Taking inspiration from the brand’s hit variant Achaari Masti, the new launch dives deeper into India’s eternal love affair with pickles — and adds an element of whodunnit with a tongue-in-cheek TVC. Shot in the trademark over-the-top CID style, the ad is packed with forensic clues, slow-motion stares, and a hilarious face-off between the OG CID trio and their own Mad Angles doppelgangers.

But the masala isn’t just on-screen. Bingo!’s Mystery Pickle also invites consumers to play detective via an on-pack contest, challenging them to guess the secret flavour and win exciting prizes.

ITC Ltd. VP & head of marketing, Snacks, Noodles & Pasta, Foods Division, Suresh Chand said, “Achaari Masti has long been our breakout hit and a consumer favourite, so it was only natural that we push the boundaries with another exciting twist on the pickle genre. The entire launch is gamified to engage our core TG from the get-go & the tie up with the show CID has enabled us to craft yet another stand out communication & lend gravitas to the whole mystery angle.”

Tonic Worldwide senior creative director, Josna Joseph said “With Bingo! Mad Angles Mystery Pickle, we didn’t just launch a new flavour, we cracked open a full-blown whodunnit. Partnering with the legendary CID show gave us the perfect playground to build intrigue, nostalgia, and madness into every frame. From iconic catchphrases to parallel pickle realities, this campaign was all about blending cultural memory with fresh chaos. The result? A snackable mystery that India can't stop decoding. Just the way Mad Angles likes it”

Blending nostalgia, humour and a good dose of madness, the campaign gives fans something to chew on both literally and figuratively.