From Reel to Real: Bingo! Tedhe Medhe Turns One Viral Reel into a National Internet Movement

In a digital age where fleeting moments can reshape brand narratives, Bingo! Tedhe Medhe’s latest campaign, #SabkaJawaabTedheMedhe, is proving to be a masterclass in cultural marketing. What began as a spontaneous Instagram reel has snowballed into a viral sensation, garnering over 112 million views and setting new benchmarks for internet-driven brand engagement.

The campaign’s origin traces back to content creator Deepankar Koshta, who posted a now-iconic reel featuring the line, “Tedhe Medhe bhi acche lagte hain.” The reel, marked by its authenticity and humour, clocked more than 3 million views, striking a chord with viewers across platforms.

Instead of a typical brand-led campaign, Bingo! chose a reactive approach. The snack brand sent Deepankar a personalised gift hamper and letter—a move that inspired over seven follow-up reels, generating another 1.5 million views.

Recognising the viral momentum, Bingo! collaborated with music producer Anshuman Sharma, who transformed Deepankar’s phrase into a quirky snack anthem. The track went viral, reaching 68 million views and becoming the second most shared content in Bingo!’s history with 122,000 shares. As per the company, It also delivered a 3.5x higher engagement rate than the brand’s usual output.

“We didn’t script virality—we simply embraced it,” said Anshuman Sharma. “The original reel had a rhythm of its own. We just amplified it with music that stayed true to its essence.”

In the next phase, Bingo! teamed up with content creator Parveen Sharma, known for his meme-dance formats. His choreographed reel to the anthem broke records, reaching 44 million views and 225,000 shares, becoming Bingo!'s most shared content ever.

To sustain the campaign’s momentum, the brand introduced the #SabkaJawaabTedheMedhe contest, led by comedian Satish Ray. Users were encouraged to remix Deepankar’s reel in response to quirky life questions. Reportedly, the challenge pulled in 1.7 million views, 14,000 shares, and a flood of witty user-generated content.

“The success of this campaign lies in how real people responded—they weren’t just consuming content, they were creating with it,” said a spokesperson from Tonic Worldwide, the agency behind the campaign’s execution. “It proves that great storytelling today is two-way.”

The campaign ideation was credited to Ogilvy, with execution led by Tonic Worldwide.