What started as an unassuming Instagram reel quickly spiraled into a full-blown internet movement. Bingo! Tedhe Medhe’s latest campaign, #SabkaJawaabTedheMedhe, brilliantly transformed a viral reel into India’s catchiest snack anthem, redefining how brands can engage with internet culture.
The spark? A spontaneous reel by creator Deepankar Koshta (@deepankarmaxx), where he uttered the nowiconic phrase, “Tedhe Medhe bhi acche lagte hain.” With over 3 million organic views, the moment resonated deeply with audiences for its relatable tone and humorous authenticity.
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Recognizing the cultural potential, Bingo! Tedhe Medhe responded with a heartfelt Tedhe Medhe hamper and personalized letter to Deepankar, in a gesture that inspired 7+ organic follow-up reels, racking up 1.5 million+ views.
To scale the organic momentum of the viral reel, Bingo! partnered with renowned music producer Anshuman Sharma, known for turning everyday moments into internet gold. Together, they transformed Deepankar’s catchy line into a full-blown anthem — quirky, upbeat, and irresistibly hummable.
The anthem didn’t just entertain; it exploded online, garnering over 68 million views and 122k shares, making it the second most shared piece of content in Bingo!’s history. Even more impressively, it delivered 3.5 times higher engagement than the brand’s usual content, proving the power of cultural timing and musical creativity.
Riding on the song’s virality, Bingo! brought in creator Parveen Sharma, celebrated for his signature meme-dance routines, to choreograph a fun, meme-worthy dance video set to the anthem. The internet embraced it instantly, the video amassed over 44 million views and clocked 225k shares, setting a new record for Bingo!’s most shared content ever. What made it even more special? The entire response was driven purely by audience love and content relatability.
To further amplify the moment, Bingo! launched the #SabkaJawaabTedheMedhe contest, with Satish Ray, one of India’s most relatable comedy creators. The challenge invited audiences to respond to tricky questions using Deepankar’s reel audio as the ultimate punchline.
The #SabkaJawaabTedheMedhe contest became a playground for internet creativity, sparking over 1.7 million views and 14K shares, with hundreds of witty user-generated remixes flooding the platform. Backed by a steady stream of additional daily meme-style content each post pulling in between 1.4 to 5 million views—the campaign took off organically. Influencers like Purav Jha and even brands like Swiggy jumped in, fueling deeper engagement. The cultural ripple effect was undeniable: over 112 million views, 21 million in reach, and nearly 1 million engagements. It was clear this wasn’t just a campaign; it was a viral sensation.
The #SabkaJawaabTedheMedhe campaign shows how modern brands can thrive by staying culturally in tune and creatively fearless.
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