MUMBAI: Move over plain chips; Bingo! Tedhe Medhe is here to add some “Bhaukaal” (swagger) to your Mahakumbh 2025 experience. The brand’s Bhaukaal Lok experiential zone is set to dazzle the crowds with bold flavours, quirky vibes, and unforgettable fun.
Designed to celebrate the essence of Uttar Pradesh—its vibrant culture, flavours, and spirit—this campaign positions Bingo! Tedhe Medhe as the ultimate “Son of the Soil” snack, connecting with consumers at a deeply regional level.
What’s cooking at Bhaukaal Lok?
Curious? You should be! Here’s what awaits you:
BYOB (Bring Your Own Bingo!) Chaat Zone
Get ready to redefine your snack time with a fusion of UP’s iconic chaat flavours and Bingo!’s signature variants—Masala Tadka, Chatpata Twist, and the brand-new Xtraa Teekha. Visitors can customise their chaat creations, served innovatively in Bingo! packs. Pro tip: Don’t forget to take a selfie before devouring it!
Interactive content zone
Ever wanted to create viral content? Now’s your chance. With quirky UP-themed props like gamchhas (towel), funky sunglasses, and cheeky dialogues, visitors can craft the perfect Instagram reel or TikTok moment. Just tag it with #BhaukaalLok to make sure your swagger reaches beyond the festival grounds.
Bingo! bonfire
Feel the heat—literally! Groove to the Bawaal Dhun, snack on fiery Xtraa Teekha flavours, and join the Tedhe Medhe Mandali for a night of epic fun. It’s a party where snacks meet swag.
Speaking about the campaign, ITC Foods vice president & head of marketing - snacks, noodles and pasta, Suresh Chand said, "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 flavours and vibrancy of Uttar Pradesh with the boldness of Bingo! Tedhe Medhe."
Translation? They’re here to ensure your Kumbh experience is as fun and flavourful as their snacks.
Where else will you find a bonfire dedicated to snacks, the chance to create viral content with gamchhas, and customised chaat that screams UP swagger?
The campaign kicked off on 14 January and promises to run throughout the Kumbh festivities. Whether you’re a foodie, a social media buff, or just someone looking to soak in the festive vibes, Bhaukaal Lok has something for everyone.
So, why settle for boring snacks when you can have Bhaukaal snacks? Head to Bingo! Tedhe Medhe’s Bhaukaal Lok at Mahakumbh 2025 and let your taste buds—and your Instagram feed—thank you later.
