MUMBAI: What do you get when a snack brand embraces meme culture, musical flair, and internet spontaneity? A full-blown digital dhamaka, that’s what. Bingo! Tedhe Medhe’s latest campaign, Sabkajawaabtedhemedhe, has turned into one of the biggest organic internet moments of the year, proving that the best marketing isn’t always cooked up in a boardroom, sometimes it’s born in a spontaneous Instagram reel.
The spark? A reel by creator Deepankar Koshta casually declaring, “Tedhe Medhe bhi acche lagte hain.” With over 3 million organic views, the line struck a chord. Sensing its viral potential, Bingo! responded not with a brand plug, but a personal touch, a Tedhe Medhe hamper and handwritten note prompting 7 plus organic follow-up reels and another 1.5 million views.
Then came the beat drop. Bingo! roped in music producer Anshuman Sharma, turning the catchphrase into an irresistibly quirky anthem. The result? A social media juggernaut with over 68 million views, 122k shares, and 3.5x engagement compared to the brand’s regular content making it Bingo!’s second-most shared post ever.
The virality spiced up further when content creator Parveen Sharma crafted a meme-dance routine to the anthem, clocking 44 million views and 225k shares breaking records to become the brand’s most shared content to date.
Not one to miss a beat, Bingo! then launched the SabkaJawaabTedheMedhe contest with comedian Satish Ray, asking users to respond to life’s oddball questions using Deepankar’s reel audio. The challenge garnered over 1.7 million views, 14k shares, and hundreds of user remixes.
The ripple effect snowballed with influencers like Purav Jha and even brands like Swiggy joining in. Daily meme-style posts generated between 1.4 to 5 million views each. In total, the campaign racked up over 112 million views, 21 million in reach, and nearly 1 million engagements all largely organic.
More than just a quirky campaign, Bingo!’s digital blitz shows how embracing real-time culture, giving credit to creators, and speaking the internet’s native language can turn a single unscripted moment into a nationwide snack sensation.
Because in the age of reels and relatability Tedhe is the new straight.
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