Bingo! Tedhe Medhe brings ‘Bhaukaal Lok’ to Mahakumbh 2025

ITC Bingo! Tedhe Medhe, is all set to make waves at Mahakumbh 2025 with its exciting new experiential brand campaign, Bhaukaal Lok. “Bhaukaal” (meaning swagger) and “Lok” (meaning realm) together signifies a realm where one can showcase their inherent swagger and immerse oneself in unforgettable experiences. The new campaign is designed to celebrate Uttar Pradesh’s vibrant culture, flavours, and spirit; while reflecting the brand’s commitment to connect with its consumers as a true “Son of the Soil” brand with relevance at a regional level.

Bingo! Tedhe Medhe’s Bhaukaal Lok experiential zone will bring alive the bold and quirky essence of the brand to life at Maha Kumbh. It will present a chance to dive into a realm of pure fun. 

Excited about brand’s participation in Mahakumbh, Suresh Chand, VP, Head of Marketing Snacks, Noodles and Pasta, ITC Foods, 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.”

What to look for at the Bhaukaal Zone,

• BYOB (Bring Your Own Bingo!) Chaat Zone: A fusion of UP’s iconic chaat flavors with Bingo!’s signature variants—Masala Tadka, Chatpata Twist, and the newly launched Xtraa Teekha. Visitors can create customized chaat dishes, served innovatively in Bingo! packs, delivering a memorable gastronomic experience.

• Interactive Content Zone: Leveraging UP-themed props like gamchhas, funky sunglasses and cheeky dialogues, visitors can create engaging social media content. The hashtag #BhaukaalLok ensures these moments resonate far beyond the event, amplifying the brand’s reach.
• Bingo! Bonfire: A fiery, fun-filled zone where visitors can savour the fiery hot Xtraa Teekha flavours, groove to the Bawaal Dhun and join the Tedhe Medhe Mandali for a night of revelry.

The campaign at Mahakumbh will kick start from January 14, offering visitors a taste of innovation, tradition and excitement.