MUMBAI: ITC Limited Foods Division has launched a new television communication for its hot chilly variant, Red Chilli Bijli.

Directed by Ayappa, the film has been was produced by Footcandles.
 
The Red Chilli Bijli communication is set in an apartment balcony where a young guy is seen pacifying his irate girlfriend who has been waiting for him to turn up for their balcony date. 
 
As the story progresses, the guy tries various tactics to calm her down by gestures and compliments. Finally when he gets her to smile, he takes the opportunity to ask her to blow him a kiss.
 
After a momentary show of reluctance, she finally blows one towards him, which he happily tucks into his shirt pocket. The film reaches its climax when the bewildered expression on the girl‘s face reveals that the guy‘s shirt is actually on fire. The girl looks down at the packet of chips in her hand which she has been munching on and the flavour Bingo Red Chilli Bijli is revealed.