Binnie\u2019s Chips called for a pitch.<\/p>\n\n\n\n
Sonal Dabral, who was in Mudra then, worked with the team to create a campaign that sounded cool. The tagline read, \u2018Looking for fun? Binnie\u2019s the one!\u2019
Since the target was teens, the campaign was relevant but typical for teens in guitars and some chips thrown in.<\/p>\n\n\n\n
Mudra Delhi was small then and hunting for new clients.<\/p>\n\n\n\n
They decided to test the campaign among a group of teenagers at Lajpat Nagar<\/p>\n\n\n\n
Most of the teens invited liked the line. But there was a kid who had tagged along with his elder brother. The kid was around 7 years old, but he had an attitude. He liked the line too. When asked if his brother bought him chips, he replied (with a lot of attitude) that he purchased them himself. He pointed to whatever he wanted and said, \u2018I want that\u2019 in a mix of Hindi and Punjabi.<\/p>\n\n\n\n
It struck Sonal then that kids knew what they wanted and demanded it, and that\u2019s when ‘Humko Binnie\u2019s Mangta\u2019 happened.<\/p>\n\n\n\n
At that time, most advertising had a strong English feel. And the Hindi was grammatically correct and never colloquial, more often than not translated from the original English.<\/p>\n\n\n\n
The song Julie Julie from the Mithun Chakraborty starrer Jeete Hain Shaan Se was on everyone\u2019s lips. A colleague of Sonal used to hum the song Julie Julie, Johnny ka Dil Tujhe Aaya Julie. Taking inspiration from this, Sonal wrote \u2018Binnie\u2019s Binnie\u2019s, Naya Naya ye chips Binnie\u2019s. Iski Hai Har Baat Nayi, Yehi Toh Meri Jaan hai Jaan hai\u2026 Humko Binnie\u2019s Mangta\u2019.For the pitch, a scratch was recorded and a film was made from Grease with Travolta dancing to \u2018Humko Binnie\u2019s Mangta’.<\/p>\n\n\n\n
Since Sonal was the art director, he decided to bring the boy\u2019s attitude to hoardings and print too. He created a bold typeface to resonate with a bold attitude. All the press and hoardings had a big Humko Binnie\u2019s Mangta\u2019 and a pack. Nothing else! The attitude was enough to convey the message.<\/p>\n\n\n\n