Bingo! Tedhe Medhe’s Snack Anthem Goes Viral Across India

Bingo! Tedhe Medhe, ITC’s quirky snack brand, has once again proven its knack for capturing India’s digital pulse. What started as a spontaneous Instagram reel has transformed into a full-blown internet sensation, culminating in the launch of the brand’s latest campaign: the #SabkaJawaabTedheMedhe snack anthem. This campaign is not just about promoting a snack—it’s a masterclass in how brands can ride the wave of internet culture to build authentic, widespread engagement.

From a Reel to a National Anthem

The story began with content creator Deepankar Koshta, who posted a lighthearted reel featuring the now-iconic phrase, “Tedhe Medhe bhi acche lagte hain.” The relatable humor and casual delivery struck a chord, racking up over 3 million organic views in no time. Sensing the cultural spark, Bingo! Tedhe Medhe responded by sending Deepankar a personalized hamper and letter, a gesture that inspired more follow-up reels and another 1.5 million views.

Turning a Catchphrase into a Catchy Anthem

To amplify the viral momentum, Bingo! teamed up with music producer Anshuman Sharma, known for turning everyday moments into digital gold. Together, they transformed Deepankar’s phrase into a quirky, upbeat anthem that quickly became impossible to ignore. The song exploded online, garnering over 68 million views and 122,000 shares, making it the second most shared content piece in Bingo!’s history. Engagement soared, with the anthem delivering 3.5 times higher interaction than the brand’s usual posts.

Dance, Memes, and Mass Participation

Riding on the anthem’s success, Bingo! collaborated with creator Parveen Sharma, famous for his meme-worthy dance routines. His fun choreography set to the anthem went viral, amassing over 44 million views and 225,000 shares—the most shared Bingo! content ever. What made this campaign unique was its organic momentum: fans, not just influencers, drove the trend by creating their own versions, memes, and dance challenges.

#SabkaJawaabTedheMedhe: A Contest for the Masses

To keep the buzz alive, Bingo! launched the #SabkaJawaabTedheMedhe contest, featuring comedy creator Satish Ray. The challenge invited users to respond to tricky questions using Deepankar’s reel audio as the punchline, sparking a flood of witty, user-generated remixes. The contest drew over 1.7 million views and 14,000 shares, with hundreds of creative entries pouring in. Influencers like Purav Jha and even brands like Swiggy joined the fun, further amplifying the campaign’s reach.

Record-Breaking Engagement

The cultural ripple effect was massive:

• 112 million+ total views
• 21 million in reach
• Nearly 1 million engagements
• Countless memes, remixes, and dance videos

This wasn’t just a marketing campaign—it was a viral movement that blurred the lines between brand and community, showing the power of authentic, culturally tuned content.

Why Did It Work?

• Relatable Humor: The campaign started with a simple, everyday observation, making it instantly relatable.
• Music and Dance: A catchy tune and easy-to-copy dance moves made participation fun and accessible.
• Organic Growth: Instead of forcing virality, Bingo! let the audience take the lead, rewarding creativity and interaction.
• Influencer and Brand Collaboration: Strategic partnerships with creators and even other brands kept the momentum going.

The Future of Snack Marketing

Bingo! Tedhe Medhe’s anthem proves that modern brands thrive by being culturally fearless and digitally agile. By turning a viral moment into a nationwide celebration, the brand has set a new benchmark for engagement in India’s snacking industry.