Bangalore: What started as a spontaneous Instagram reel has now become a full-blown internet phenomenon. Bingo! Tedhe Medhe’s latest campaign, #SabkaJawaabTedheMedhe, showcases the brand’s knack for riding cultural currents and turning snackable moments into mass entertainment.
The spark? A lighthearted reel by creator Deepankar Koshta (@deepankarmaxx), featuring the now-iconic line: “Tedhe Medhe bhi acche lagte hain.” The reel organically clocked over 3 million views, thanks to its relatable humor and casual charm.
Recognizing the cultural moment, Bingo! responded with a personal touch — sending Deepankar a hamper and a handwritten letter. The gesture inspired over seven organic response reels, amassing 1.5 million+ views and catching the internet’s attention.
To scale this organic buzz, Bingo! teamed up with viral music producer Anshuman Sharma, known for transforming everyday sounds into internet earworms. The result? A quirky, upbeat anthem based on Deepankar’s catchphrase. The track quickly caught fire online, gathering 68 million views and 122k shares, making it the second-most shared content in Bingo!’s history. The campaign also delivered 3.5x higher engagement than average brand posts — proving that the right soundbite, timed right, can become a national mood.
Not stopping there, Bingo! brought in viral dance creator Parveen Sharma, who choreographed a fun, memeable routine set to the new anthem. That video alone raked in 44 million views and 225k shares, becoming the most shared content Bingo! has ever produced.
To amplify the momentum, Bingo! launched the #SabkaJawaabTedheMedhe contest featuring comedy creator Satish Ray, inviting fans to respond to quirky questions using Deepankar’s audio as the punchline. The contest sparked 1.7 million views, 14K shares, and hundreds of user-generated remixes — proving the community’s deep connection to the campaign.
Backed by a steady flow of meme-style content — with each post generating 1.4 to 5 million views — the campaign snowballed. Influencers like Purav Jha and even brands like Swiggy joined the trend, pushing the total campaign impact to over 112 million views, 21 million in reach, and nearly 1 million engagements.
The success of #SabkaJawaabTedheMedhe shows how brands like Bingo! can spark culture by leaning into spontaneity, creator-first storytelling, and fearless creativity.
Campaign:
Anshuman Sharma Instagram Link:
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Praveen Sharma Link:
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Credits for Ideation & Execution of Full Campaign: Tonic Worldwide
Credits for Ideation of #SabkaJawaabTedheMedhe Campaign: Ogilvy
