In a bold and flavourful tribute to the spirit of Bihu, ITC’s Bingo! TedheMedhe has launched a unique experiential campaign, Jomonir Adda, right in the heart of Guwahati. The event, which kicked off on April 14 at Latasil Park, invites Bihu revellers to indulge in Assam’s culture through interactive and food-filled experiences.
The Jomonir Adda zone features a ‘Build Your Own Bingo’ (BYOB) chaat stall, allowing visitors to whip up their own creations using Bingo! TedheMedhe snacks with a local twist — from bamboo-flavoured toppings to regional herbs and spices. Complementing the food is an interactive content zone celebrating Assamese music, pop culture, and quirky catchphrases, perfect for selfies and dancing to Bihu beats.
“Bingo! TedheMedhe is all about embracing your cravings and expressing yourself without filter,” said Suresh Chand, VP and Head of Marketing – Snacks, Noodles and Pasta, ITC Foods. “Through Jomonir Adda, we’re celebrating both flavour and Assam’s vibrant cultural spirit.” The campaign brings fresh energy to the city’s festive economy. Retailers and snack vendors expect an uptick in footfall and demand for regional fusion products as brands like Bingo! localise their approach and engage directly with youth during peak celebrations.
