Ad Campaigns
Bingo! Tedhe Medhe brings the swagger to Mahakumbh 2025
MUMBAI: Move over plain chips; Bingo! Tedhe Medhe is here to add some “Bhaukaal” (swagger) to your Mahakumbh 2025 experience. The brand’s Bhaukaal Lok experiential zone is set to dazzle the crowds with bold flavours, quirky vibes, and unforgettable fun.
Designed to celebrate the essence of Uttar Pradesh—its vibrant culture, flavours, and spirit—this campaign positions Bingo! Tedhe Medhe as the ultimate “Son of the Soil” snack, connecting with consumers at a deeply regional level.
What’s cooking at Bhaukaal Lok?
Curious? You should be! Here’s what awaits you:
BYOB (Bring Your Own Bingo!) Chaat Zone
Get ready to redefine your snack time with a fusion of UP’s iconic chaat flavours and Bingo!’s signature variants—Masala Tadka, Chatpata Twist, and the brand-new Xtraa Teekha. Visitors can customise their chaat creations, served innovatively in Bingo! packs. Pro tip: Don’t forget to take a selfie before devouring it!
Interactive content zone
Ever wanted to create viral content? Now’s your chance. With quirky UP-themed props like gamchhas (towel), funky sunglasses, and cheeky dialogues, visitors can craft the perfect Instagram reel or TikTok moment. Just tag it with #BhaukaalLok to make sure your swagger reaches beyond the festival grounds.
Bingo! bonfire
Feel the heat—literally! Groove to the Bawaal Dhun, snack on fiery Xtraa Teekha flavours, and join the Tedhe Medhe Mandali for a night of epic fun. It’s a party where snacks meet swag.
Speaking about the campaign, ITC Foods vice president & head of marketing – snacks, noodles and pasta, Suresh Chand said, “We are thrilled to be a part of Maha Kumbh 2025—a confluence of tradition, culture, and community. Through our unique experiential zone, we aim to bring an exciting twist to the festivities, blending the flavours and vibrancy of Uttar Pradesh with the boldness of Bingo! Tedhe Medhe.”
Translation? They’re here to ensure your Kumbh experience is as fun and flavourful as their snacks.
Where else will you find a bonfire dedicated to snacks, the chance to create viral content with gamchhas, and customised chaat that screams UP swagger?
The campaign kicked off on 14 January and promises to run throughout the Kumbh festivities. Whether you’re a foodie, a social media buff, or just someone looking to soak in the festive vibes, Bhaukaal Lok has something for everyone.
So, why settle for boring snacks when you can have Bhaukaal snacks? Head to Bingo! Tedhe Medhe’s Bhaukaal Lok at Mahakumbh 2025 and let your taste buds—and your Instagram feed—thank you later.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
