ITC’s Bingo! Tedhe Medhe is going to launch its new experiential brand campaign Bhaukaal Lok at the Mahakumbh 2025. “Bhaukaal” (translating to swagger) and ‘Lok’ (translating to realm) together stand from a realm where one gets the chance to display the swagger inherent in them, further immersing in memorable experiences. The latest campaign by Bingo! Tedhe Medhe has been designed to celebrate the exuberant culture, spirit, and flavors of Uttar Pradesh, at the same time being a reflection of the commitment of the brand towards establishing stronger connections with its customers as the truest ‘Son of the Soil brand while being relevant at a regional level.
The experiential zone of Bhaukaal Lok by Bingo! Tedhe Medhe will breathe new life into the unconventional and daring brand essence of Bingo at Maha Kumbh, 2025.
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Suresh Chand, VP, Head of Marketing Snacks, Noodles and Pasta, ITC Foods, commented on the partnership by saying: “We are thrilled to be a part of Maha Kumbh 2025—a confluence of tradition, culture, and community. Through our unique experiential zone, we aim to bring an exciting twist to the festivities, blending the flavors and vibrancy of Uttar Pradesh with the boldness of Bingo! Tedhe Medhe.”
What to expect at the Bhaukaal Zone :
- BYOB (Bring Your Own Bingo!) Chaat Zone: A blend of the prominent chaat flavors of UP with the signature variations of Bingo! Such as Chatpata Twist, Masala Tadka, and Xtraa Teekha which have been launched recently. In addition, the visitors get the chance to create customised chaat dishes, served uniquely in Bingo! Packs, offering an unforgettable gastronomic experience.
- Bingo! Bonfire: A fun-filled zone where visitors get to taste the fiery hot Xtraa Teekha flavours, and dance to the Bawaal Dhun, joining the Tedhe Medhe Mandali for a night of celebration.
- Interactive Content Zone: Utilising UP-themed props such as stylish sunglasses and cheeky dialogues, visitors will get to craft social media content that is winsome.
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#BhaukaalLok, the hashtag makes certain that these moments resonate well beyond the event, boosting the reach of the brand.
The campaign will begin on January 14th at Mahakumbh, providing visitors with a taste of tradition, thrill, and innovation.
