ITC Limited’s snacks brand Bingo! Tedhe Medhe is leveraging Kolkata’s Durga Puja festivities to strengthen consumer engagement through ‘Abol Tabol Addakhana’, an immersive activation at Rajdanga Naba Uday Sangha’s Puja pandal. The initiative combines Bengali literary heritage, entertainment and digital interaction to create a distinctive brand experience during the festive season.
Inspired by Sukumar Ray’s iconic work Abol Tabol, the experience was inaugurated by Tollywood actress Ditipriya Roy. It features characters such as Hukomukho Hyangla, Kumropotash, Hansjaru, Ramgorurer Chhana, Katukutu Buro, Bokochchhop and Gangaram, alongside quirky signages, tilted structures, wavy frames, distorted mirrors and chaat stalls serving local favourites with a brand-inspired twist.
The activation includes games, live performances and ‘Dhunuchi Dhumdhakka, Dhaaker Taale Tedhe Medhe’, a group activity blending traditional dhaak rhythms with the spirit of Durga Puja. An AI-powered Naam Daak Zone enables visitors to create personalised Abol Tabol-inspired characters and Banglish rhymes for social media sharing.
Atul Pujar, vice-president and head of marketing for snacks, noodles and pasta at ITC Limited, said the initiative aims to bring unconventional ideas together and encourage shared experiences. Roy described the installation as a playful new way to celebrate Puja.
For Kolkata’s consumer market, the activation reflects the growing role of cultural storytelling, experiential marketing and digital engagement in festive brand outreach. However, the company has not disclosed investment or expected footfall figures.
