Staff Reporter – Kolkata
Bingo one of the leading snacking brand from ITC Foods known for its innovative snack offerings rolled out the last leg of its Bingo! Tedhe Medhe Pujo Tadka campaign at Jodhpur Park. With this campaign, the brand recreated the conventional flavours of the quintessential Bengali street food– Jhalmuri with an unconventional twist by serving Bingo! Tedhe Medhe inspired Jhalmuri. To enliven the festive spirit of Kolkata the brand had created a memorable ride for tram commuters with visually appealing artwork of Kolkata’s heritage treasures along with a delicious chaat menu using Bingo! Tedhe Medhe. The new rendition of Jhalmuri also caught the attention of many renowned prime time radio jockeys of the city who unraveled the unique flavours of Bingo! Tedhe Medhe’s Jhalmuri. To add further delight to the festivities, the brand unveiled a unique pandal which houses a 6 feet tall/ life size/like figurines of Durga Maa along with Lord Karthik, Ganesh, Goddesses Sarasvati and Lakshmi created using Bingo! Tedhe Medhe at the Jodhpur Park Pandal. The surroundings of the figurine of Ma Durga witnesses’ unique installations like the pujari performing the puja, Dhunuchi Naach, the traditional
Bengali dance which is the key element of the indomitable spirit of the puja, a woman carrying the Puja thali and a little girl holding a balloon. The Pandal has captured all the visual appeals of the festivities and shows life and its way of celebrating the most exciting season. At the Pandal, consumers can also enjoy themselves with a special treat of appetizing recipes/ snacks made using Bingo! Tedhe Medhe. To create further buzz about Bingo! Tedhe Medhe inspired Jhalmuri the brand had collaborated with 50 prominent chaat stalls across Kolkata in a contest format and 5 leading radio stations. The idea was to drive conversations about how Jhalmuri had undergone a transformation/change this year. RJ’s across the leading radio stations in Kolkata invited each other to interact with consumers while rooting for their favourite Jhalmuri stalls. They further urged consumers travelling by the tram to vote for their favourite stalls owners by posting videos on their social handles & by driving conversations on air. Basis consumer feedback, 3 chaat stall vendors will be awarded as the ‘Jhalmuri Samrat’ on October 5th at Jodhpur Park. These activities were further amplified on the brand’s digital platform which targeted millennials in the age group of 18 to 30 who shared pictures/ selfies while indulging in the finger licking Bingo! Tedhe Medhe Jhalmuri. The installations are on display until 8th October 2018 at Jodhpur Park.