MUMBAI: Hoopr Brand Solutions, the creative-tech arm of Hoopr, a music licensing platform, has partnered with ITC’s snacking brand, Bingo! Tedhe Medhe, to create and launch a Bhojpuri music video, ‘Tedhe Medhe’.
By integrating the product name directly into the song’s hook, the campaign aims to enhance brand recall while building a deep cultural connection with consumers in Bihar and Uttar Pradesh.
The music video, stars Bhojpuri star Khesari Lal Yadav and actress Shweta Sharda (who was crowned Miss Universe India 2023), performed by Khesari Lal Yadav and Shilpi Raj.
The video the company said is trending at #7 within 48 hours of its release, garnering over 5 million views on YouTube with 12,000+ organic comments. On Instagram too, the song has generated a viral reaction climbing the trending charts with 1000s of reels being created.
Directed by director-choreographer, Rahul Shetty, the video combines storytelling, charm, and beats, to capture the essence of Uttar Pradesh and Bihar’s energetic youth culture, perfectly aligning with Bingo! Tedhe Medhe’s persona.
Meghna Mittal, co-founder, CRO Hoopr, emphasised the power of music in brand storytelling, “In order to craft a compelling music-led brand strategy, we need to work very closely with brands to understand their brand’s persona and target audience. With Bingo! Tedhe Medhe, the decision to rope in superstar Khesari Lal Yadav was rooted in immense research of their audiences’ music preferences. Khesari’s personality was carefully mapped across multiple points of intersection with the brand’s persona.
“The innovative incorporation of the brand name in the track’s hook also emerged from data-driven user testing. The distribution channels have also been curated carefully after studying the audiences’ music consumption habits. No stone was left unturned in making this song a massive success story for the brand. We are sure that this song and video will garner a hundred million views which will build the top-of-recall value for Bingo! Tedhe Medhe for several years to come. That’s what music can do for brands.”
Gaurav Dagaonkar, a music composer and co-founder, CEO Hoopr, sheds light on the creative thought process behind this music video, “At Hoopr, we believe music should be central to every brand’s long-term strategy. It is the only medium that drives virality, engagement, and deep emotional connections. Our collaboration with Bingo! Tedhe Medhe proves that brands can move beyond conventional advertising to create content that is both authentic and impactful.
“Regional music is becoming a powerful tool for cultural engagement, helping brands reach new audiences and build top-of-mind awareness. By blending Bhojpuri music with the brand’s playful spirit, we have crafted a campaign that feels real, relevant, and deeply rooted in local culture”
Suresh Chand, VP, head marketing – Snacks, Noodles & Pasta, ITC Foods said, “At Bingo! Tedhe Medhe, we are constantly exploring new ways to engage our consumers. The Bhojpuri culture is full of energy, passion, and local flavor, and ‘Tedhe Medhe’ is our way of celebrating it. The music video brings to life our brand’s bold and playful personality while strengthening our connect with consumers in Bihar and Uttar Pradesh. By tapping into the magic of regional music, we are building deeper brand love in a way that is both entertaining and culturally relevant.”
This collaboration the companies said marks a new era in brand engagement, where music, content, and culture intersect to create high-impact, regionally-relevant consumer experiences. With “Tedhe Medhe,” Hoopr Brand Solutions and ITC Foods have moved beyond traditional advertising, crafting a musical experience that resonates deeply with audiences it said.
The song is now available across all major music streaming platforms and video channels.
