Bingo! Tedhe Medhe brings ‘Abol Tabol’ to life through an immersive Durga Puja experience

Bingo! Tedhe Medhe has brought its unconventional brand identity to the streets of Kolkata with ‘Abol Tabol Addakhana’, an immersive Durga Puja activation at Rajdanga Naba Uday Sangha, inspired by the whimsical literary universe of Sukumar Ray’s Abol Tabol. 

The activation draws a connection between the snack brand’s distinctive twisted shapes and the absurd, imaginative world of Ray’s verses and characters. By bringing the two together during one of Bengal’s biggest cultural celebrations, Bingo! Tedhe Medhe has created an on-ground experience that uses local cultural familiarity as the starting point for brand engagement. 

Inaugurated by Tollywood actress Ditipriya Roy, the Addakhana transforms the Puja environment into a playful landscape featuring characters such as Hukomukho Hyangla, Kumropotash, Hansjaru and Ramgorurer Chhana. Tilted structures, wavy frames, distorted mirrors, quirky signages and road graphics extend the visual language of Abol Tabol across the experience, turning the surrounding space into part of the activation. 

The execution goes beyond visual installations to encourage active participation. Visitors can engage with games, live performances and interactive experiences, including ‘Dhunuchi Dhumdhakka, Dhaaker Taale Tedhe Medhe’, which brings together the rhythms of the dhaak and the energy of Durga Puja with the brand’s playful identity. Chaat stalls serving local favourites with a Bingo! Tedhe Medhe twist add another layer to the experience. 

A digital element complements the physical setup through the AI-powered Naam Daak Zone. Here, visitors can transform themselves into Abol Tabol-inspired characters, complete with personalised names and ‘Banglish’ rhymes that can be shared on social media, extending the activation beyond the pandal. 

Commenting on the initiative, Atul Pujar, Vice President and Head of Marketing – Snacks, Noodles & Pasta, ITC Limited, said, “At Bingo! Tedhe Medhe, we believe that something truly distinctive comes from bringing together elements that are anything but ordinary. It is this combination of ingredients that gives Bingo! Tedhe Medhe its unmistakably twisted shape, just as the coming together of quirky characters, witty verses and unexpected ideas makes Abol Tabol so unique. With Abol Tabol Addakhana, we wanted to bring these magical and unconventional worlds together this Durga Puja and create a space where people can embrace their own quirks, connect over shared laughter and create their own Tedha Medha moments.” 

Through the activation, Bingo! Tedhe Medhe uses a culturally rooted setting to bring together physical installations, entertainment and digital participation. Rather than treating OOH as a standalone display, the brand has built a broader on-ground experience in which the environment itself becomes a medium for storytelling, interaction and shareable moments.