Bingo! Tedhe Medhe’s latest move is simple—put Khesari Lal Yadav in a high-energy Bhojpuri music video, throw in catchy beats, add some dance, and let the region’s love for entertainment do the rest. No overthinking, just a straight-up attempt to tap into Bihar and Uttar Pradesh’s youth culture.
The song Tedhe Medhe, sung by Khesari Lal Yadav and Shilpi Raj, sticks to the formula. Khesari Lal does what he does best—takes centre stage with confidence—while Shweta Sharda joins in as the female lead. The video is colourful, loud, and designed to grab attention. ITC’s Suresh Chand, Head of Marketing for Snacks, Noodles, and Pasta, says the idea is to strengthen the brand’s regional appeal.
To keep the momentum going, Bingo! Tedhe Medhe has launched a Hookstep Challenge, inviting fans to replicate the moves on social media. It’s a play straight out of the internet’s engagement book—get users to participate, make it go viral, and let the content do the marketing.
Hoopr Brand Solutions, which executed the campaign, sticks to the tried-and-tested approach of blending music and branding. Co-founder Gaurav Dagaonkar points out that Bingo! understands its consumers well, making such campaigns easier to execute.
The song is now streaming on YouTube, Spotify, and JioSaavn, waiting to be picked up by reels, memes, and regional playlists.