Hoopr Brand Solutions, the creative-tech arm of Hoopr, India’s first music licensing platform, has partnered with ITC’s leading snacking brand, Bingo! Tedhe Medhe, to create an electrifying Bhojpuri music video, “Tedhe Medhe.” From music composition and artist curation to video production and creative execution, Hoopr has been instrumental in bringing this first-of-its-kind sonic branding initiative to life.
By integrating the product name directly into the song’s hook, the campaign enhances brand recall while forging a deep cultural connection with consumers in Bihar and Uttar Pradesh.
Bingo X Hoopr Brand Solutions
A Record-Breaking Launch
The high-energy music video, starring Bhojpuri superstar Khesari Lal Yadav and actress Shweta Sharda (Miss Universe India 2023), and performed by Khesari Lal Yadav and Shilpi Raj, has generated an unprecedented response since its release.
- Trending at #7 on YouTube within 48 hours
- Over 5 million views on YouTube
- 12,000+ organic comments
- Thousands of reels on Instagram, making it a viral sensation
Directed by renowned director-choreographer Rahul Shetty, the video blends bold storytelling, street-smart charm, and infectious beats, perfectly capturing the youthful energy of Uttar Pradesh and Bihar.
Music as a Strategic Brand Connector
Meghna Mittal, Co-Founder & CRO of Hoopr, emphasized the power of music in brand storytelling: “To craft a compelling music-led brand strategy, we closely studied Bingo! Tedhe Medhe’s audience. The decision to feature Khesari Lal Yadav was rooted in data-driven insights about music preferences. The track’s hook, incorporating the brand name, was rigorously tested to ensure impact. Our curated distribution channels further amplify the song’s reach. We are confident that this campaign will drive a hundred million views and cement Bingo! Tedhe Medhe’s top-of-mind recall for years to come.”
Gaurav Dagaonkar, award-winning music composer and Co-Founder & CEO of Hoopr, added: “At Hoopr, we believe music should be central to every brand’s long-term strategy. Our collaboration with Bingo! Tedhe Medhe proves that brands can move beyond conventional advertising to create authentic, impactful content. Regional music is a powerful tool for cultural engagement, and by blending Bhojpuri music with the brand’s playful spirit, we have created a campaign that feels real, relevant, and deeply rooted in local culture.”
Also Read: Zouk Ropes in Kriti Sanon as Brand Ambassador
ITC Foods’ Commitment to Cultural Relevance
Suresh Chand, Vice President & Head of Marketing – Snacks, Noodles & Pasta, ITC Foods, stated: “At Bingo! Tedhe Medhe, we continuously seek innovative ways to engage consumers. The Bhojpuri culture is full of energy, passion, and local flavor, and ‘Tedhe Medhe’ celebrates that vibrancy. The music video embodies our brand’s bold and playful persona, strengthening our connection with consumers in Bihar and Uttar Pradesh. By leveraging regional music, we are fostering deeper brand love in an entertaining and culturally relevant way.”
Also Read: LoveChild Masaba Unveils ‘Ghuss Ghuss Ke’ with MI Women
Pioneering the Future of Music-Driven Brand Storytelling
This collaboration sets a new benchmark 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 redefined advertising, crafting a musical experience that truly resonates with audiences. The song is now available across all major music streaming platforms and video channels.
Conclusion
Bingo! Tedhe Medhe’s Bhojpuri music video is more than just a promotional campaign—it is a cultural movement that seamlessly blends entertainment with brand storytelling. By tapping into regional music and collaborating with Bhojpuri superstars, Hoopr and ITC Foods have set a new standard for immersive, music-driven branding. As digital consumption continues to grow, this campaign serves as a blueprint for brands looking to create lasting impressions in culturally rich markets.
