ITC’s Bingo! Tedhe Medhe celebrated Assam’s youthful energy this Durga Puja with Rockanjali, a unique “music-on-wheels” initiative that turned Guwahati’s busiest streets into vibrant concert arenas. With the theme of rock music, Rockanjali blended the fervour of Pujo with the energy of live performances, bringing together the city’s youth and music lovers.
The event featured iconic Assamese bands, Barnali Collective and Blue Wings, who delivered power-packed performances at Latasil Park on Sasthi and near Nehru Park on Saptami. Their electrifying acts embodied the creative pulse of Assam’s youth and reaffirmed the state’s rich musical tradition that embraces both heritage and modernity.
In Guwahati, Rockanjali significantly energized local business activity. The festive music celebration drew large crowds to the city’s commercial hubs, driving demand for food stalls, beverages, street merchandise, and festive goods. Retailers and vendors reported increased footfall, reflecting how cultural events can meaningfully boost local economic vibrancy during Puja season.
Commenting on the initiative, Suresh Chand, VP & Head of Marketing, Snacks, Noodles and Pasta, ITC Foods, said, “With Rockanjali, Bingo! Tedhe Medhe aimed to celebrate Assam’s dynamic youth culture and their love for rock music.”
More than a musical tour, Rockanjali became a festive milestone — blending culture, youth, and commerce in Assam’s capital.
