How Bingo Tedhe Medhe Turned a Viral Reel Into a Nationwide Snack Anthem

From Viral Moment to Cultural Movement

What started as a spontaneous Instagram reel quickly became a nationwide phenomenon. ITC’s Bingo Tedhe Medhe, known for its playful spirit and bold flavors, recognized the spark when creator Deepankar Koshta posted a light-hearted video featuring the now-iconic line “Tedhe Medhe bhi acche lagte hain.” The phrase resonated instantly with audiences for its quirky relatability and humor, spreading organically across social media.

Instead of jumping in with a conventional branded ad, Bingo chose to nurture the moment authentically. The brand responded to Koshta with a personal touch — a customized hamper and handwritten note — signaling genuine appreciation rather than a typical influencer move. This thoughtful gesture lit the fuse for a cultural explosion online, leading to countless remixes, memes, and creator content that pushed the phrase into mainstream digital language.

The Birth of the Snack Anthem

Seeing the organic wave of engagement, Bingo Tedhe Medhe amplified it with a creative twist. Collaborating with music producer Anshuman Sharma, the brand turned the viral phrase into a catchy, meme-ready anthem. With fun beats and snackable lyrics, the “Tedhe Medhe” anthem captured the brand’s offbeat personality perfectly.

To take it further, Bingo brought in choreographer Parveen Sharma, known for his humorous dance routines, to create a hook step that would inspire participation. The result was a wave of UGC content, with fans and influencers across India dancing, remixing, and reinterpreting the anthem in their own styles.

The anthem alone crossed over 68 million views and 122,000 shares, while the dance video reached 44 million views and 225,000 shares — marking the most-shared content in Bingo’s history.

The Power of Internet Culture

The #SabkaJawaabTedheMedhe campaign reflected Bingo’s deep understanding of how internet culture thrives — through humor, participation, and shared relatability. By tapping into the spontaneity of social media instead of controlling it, the brand became part of an organic conversation.

The campaign brought together three pillars of digital culture — music, dance, and memes. Users were invited to participate in the #SabkaJawaabTedheMedhe challenge led by comedian Satish Ray, encouraging them to create fun remixes using the anthem as quirky answers to awkward or funny situations. This simple yet powerful idea led to over 1.7 million views and thousands of fan-made entries.

Memes continued the momentum. The phrase “Tedhe Medhe bhi acche lagte hain” was adapted to everyday scenarios — exams, work struggles, relationships, and random life chaos — making it part of youth expression online. The brand’s meme-led content consistently racked up millions of views per post, keeping the campaign alive far beyond its peak.

Authenticity Over Advertising

What made this campaign stand out was Bingo’s restraint and authenticity. It never felt forced or overproduced. By reacting in real time and letting the audience lead the narrative, Bingo turned itself into a cultural participant rather than a marketer.

The brand also activated a diverse set of creators across comedy, dance, and lifestyle categories to keep the content ecosystem alive. Each creator gave the campaign a new lens, ensuring that every audience segment could connect with it. Select fans received branded hampers and created organic unboxing videos, extending engagement further.

Results That Spoke Volumes

The campaign was a runaway success. It generated over 112 million total views across anthem, dance, UGC, and meme content. Bingo reached more than 21 million unique users and achieved nearly one million total engagements. Its engagement rate was 3.5 times higher than the brand’s average, while follower growth spiked with more than 3,600 new Instagram fans during the campaign period.

More importantly, it redefined what brand engagement looks like in the digital age — a blend of cultural participation, emotional authenticity, and creator-driven virality.

Industry leaders praised the campaign for its genuine approach. Suresh Chand, VP and Head of Marketing for Snacks, Noodles, and Pasta at ITC Foods, summed it up best: “The Tedhe Medhe anthem is a testament to the power of listening, responding authentically, and building on moments that genuinely resonate with our audience. It’s not just a campaign, it’s a celebration of India’s evolving digital creativity.”

Lessons in Cultural Relevance

Bingo Tedhe Medhe’s viral success proves that modern brand storytelling is no longer about polished ads or celebrity endorsements. It’s about recognizing the pulse of the internet, responding in real time, and letting audiences shape the story.

By celebrating quirks, humor, and self-expression, the brand became a true part of youth culture — not by shouting louder, but by speaking the same language as its audience.

Follow Marketing Moves on Instagram and Facebook for more case studies, brand insights, and creative breakdowns of campaigns shaping India’s digital culture.