Brands
Tedhe Medhe goes viral with a reel-y snackable content masterclass
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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Brands
Dabur buys minority stake in Ras Beauty for Rs 60 crore
Dabur Ventures deal backs fast-growing luxury skincare brand
MUMBAI: Dabur India Limited has dipped into the world of luxury skincare, signing a definitive agreement to acquire a minority stake in Ras Beauty Private Limited for Rs 60 crore. The investment marks the first bet from Dabur Ventures, the FMCG major’s Rs 500 crore platform set up in October 2025 to back high-potential, new-age direct-to-consumer brands.
Founded in Raipur by Shubhika Jain, her sister Suramya Jain and their mother Sangeeta Jain, Ras Beauty has grown from a family-led passion project into a fast-scaling “Farm-to-Face” skincare label. Its range of face elixirs, serums and moisturisers blends essential oils with nature-derived actives, striking a balance between botanical purity and laboratory precision.
The numbers tell their own story. Ras has clocked a three-year Cagr of around 75 per cent and an annual run rate of approximately Rs 100 crore, all while maintaining strong gross margins. That growth has been fuelled by a digital-first approach, in-house R&D and manufacturing, and a sharp focus on clean, sustainable sourcing.
Dabur India executive director and group head corporate strategy Abhinav Dhall, said the company was drawn to Ras’s distinct positioning at the intersection of nature, science and luxury. He added that the premium beauty segment is poised for robust expansion over the coming decade, and that Ras is well placed to capture that opportunity.
For Ras, the partnership is as much about scale as it is about shared philosophy. Co-founder and CEO Shubhika Jain said Dabur’s 141-year legacy of building trusted, purpose-led brands makes it a natural ally. The capital infusion, she noted, will help accelerate the brand’s omnichannel footprint, deepen research capabilities and invest in team and brand building, with an eye on establishing Ras as a leading Indian luxury skincare name both domestically and overseas.
With this move, Dabur is not just investing in a skincare label. It is placing an early wager on India’s growing appetite for premium, conscious beauty, and signalling that heritage FMCG players are ready to play in the new-age D2C arena.
