In an industry-first move, ITC’s Bingo! Tedhe Medhe has embraced Bhojpuri music culture to forge a deeper bond with its Bihar and Uttar Pradesh audience. The snack brand has launched a vibrant Bhojpuri music video featuring Khesari Lal Yadav, one of the biggest stars in the regional entertainment scene, and Shweta Sharda, Miss Universe India 2023.
This campaign, fueled by Hoopr Brand Solutions, marks a paradigm shift in marketing tactics, wherein brands are moving away from conventional ads to merge directly into local pop culture.
Bingo! Bets Big on Music-Led Branding
The song, “Tedhe Medhe”, is not a song—it’s an anthem for the brand ingeniously crafted to remain top-of-mind with consumers. “Tedhe Medhe” is conveniently integrated into the song’s hook so that listeners naturally link the snack with fun, energy, and domestic flavor.
The music video, choreographed by Rahul Shetty, combines street dance, an earworm tune, and a taste of Bhojpuri youth culture to become an overnight sensation. Within 48 hours, the song had garnered over 5 million views on YouTube and stood at #7 on trending charts, while Instagram users clogged the site with thousands of reels made using the track.
Why Bhojpuri Music? The Strategy Behind the Move
With regional entertainment booming across India, brands are increasingly recognizing the power of local culture in driving consumer engagement. Bhojpuri music, known for its high-energy beats and strong audience loyalty, offers a direct connection to millions of young consumers.
Meghna Mittal, Co-Founder & CRO of Hoopr, explains the decision behind choosing Khesari Lal Yadav as the face of the campaign:
“We conducted extensive research on our audience’s music preferences. Khesari’s popularity made him the ideal choice, as he resonates deeply with our target consumers. Every aspect of the campaign—from the song’s composition to its distribution—was designed to maximize cultural relevance.”
Gaurav Dagaonkar, CEO of Hoopr, sees music as a game-changer in brand storytelling:
“Music creates an emotional connection that traditional ads simply can’t match. This campaign is proof that brands can move beyond just selling products to becoming part of people’s daily lives through entertainment.”
Bhojpuri Marketing: A New Era for FMCG Brands?
Bingo! Tedhe Medhe’s foray into regional music marketing signals a larger shift in the industry. As audiences become more fragmented across digital platforms, brands are finding new ways to engage hyperlocal communities.
Suresh Chand, VP & Head of Marketing – Snacks, Noodles & Pasta, ITC Foods, believes this is just the beginning:
“We wanted to celebrate the bold and playful nature of Bhojpuri culture, and ‘Tedhe Medhe’ is our way of doing that. This is more than a campaign—it’s about strengthening brand love through cultural relevance.”
With streaming platforms and social media driving the virality of regional content, Bingo! Tedhe Medhe may have just set a new benchmark for music-driven brand engagement.
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