ITC’s Bingo! TedheMedhe has launched a vibrant on-ground campaign, Jomonir Adda, to celebrate Bihu in Guwahati, blending festive cheer with regional flavours and cultural engagement. The activation, which kicked off on April 14 at Latasil Park, offers a mix of food innovation and entertainment tailored to Assam’s festive spirit.
At the heart of the activation is the ‘Build Your Own Bingo’ (BYOB) chaat stall, where consumers can create personalized snacks using TedheMedhe products infused with local Assamese flavours such as bamboo shoots, regional herbs, and masalas. Complementing the food experience is an interactive content zone featuring Bihu-themed music, props, and popular Assamese catchphrases, encouraging social sharing and cultural pride.
Suresh Chand, VP & Head of Marketing – Snacks, Noodles and Pasta, ITC Foods, said, “Bingo! TedheMedhe is all about embracing your cravings and expressing yourself without filter. With Jomonir Adda, we’re connecting with consumers through local culture and festive energy.” In Guwahati, the campaign signals a growing trend of regional customization in FMCG branding. Local retailers are optimistic about increased footfall and consumer engagement as brands like ITC tap into festive sentiments to drive both visibility and sales in Assam’s bustling capital.
