This document discusses ITC's Bingo snacks brand. It provides background on the packaged snacks market in India, noting Bingo's diversified presence and growth. Trends in lifestyle changes, rising urbanization, and regional tastes are supporting market growth. The document outlines business challenges like competitors' campaigns and increasing brand awareness. It profiles Bingo's target audience in terms of demographics, psychographics, and behavioral preferences. Suggested marketing channels include social media, events, and outdoor advertising. The creative brief proposes positioning Bingo as a close friend to provide emotional support during lonely or sad moments.