ITC Bingo, known for its quirky snacks, was stepping into the beverage category with an iconic Indian summer cooler Aam Panna. The challenge was to create a strong entry into this space as a snack brand, while making the drink feel fun, nostalgic, and different from mainstream colas and energy drinks. With a target audience of 18–30-year-olds (largely women), the brief called for a desi, homemade appeal inspired by Indian truck art, highlighting the bold kick of mint and masala, and capturing the tangy essence of chatpati kairi.

We tapped into the nostalgia of summer afternoons and the playful vibe of street-side aam panna stalls. Our design direction blended the bold, modern energy of Bingo with the quirky, colorful aesthetic of Indian truck art. The aim was to position Aam Panna as a fun, refreshing daytime drink bursting with mint, masala, and tangy freshness while telling a story that felt desi, homemade, and instantly relatable.