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New Delhi: A casual Instagram reel by creator Deepankar Koshta (@deepankarmaxx), featuring the line “Tedhe Medhe bhi acche lagte hain,” received over 3 million views. The post became the starting point for Bingo! Tedhe Medhe’s digital campaign, #SabkaJawaabTedheMedhe.
The campaign, executed by Tonic Worldwide, with #SabkaJawaabTedheMedhe ideation by Ogilvy, demonstrates the increasingly fluid boundary between creator-driven content and large-scale brand engagement online.
In response, the brand acknowledged the creator with a personalised hamper and letter, a gesture that led to over seven follow-up reels from the creator’s end, collectively earning more than 1.5 million views.
To extend the momentum, Bingo! collaborated with music producer Anshuman Sharma, known for turning everyday audio clips into shareable content. The result was a full-length anthem based on Deepankar’s phrase, which went on to receive over 68 million views and 122,000 shares, making it the second most shared content piece in the brand’s history. According to the company, the engagement was reportedly 3.5 times higher than its typical digital performance.
Further expanding the campaign, Bingo! teamed up with creator Parveen Sharma, whose meme-style dance content has a strong following. His choreography, set to the new anthem, added another layer to the campaign and gained 44 million views and 225,000 shares, becoming the most shared Bingo! content to date.
The campaign also featured a digital challenge called #SabkaJawaabTedheMedhe, fronted by comedy creator Satish Ray. Participants were invited to respond to quirky or tricky questions using audio from the original reel. The contest generated over 1.7 million views and 14,000 shares, along with widespread remix content from users across platforms.
Additional meme-led content released throughout the campaign cycle continued to draw daily engagement, with individual posts ranging from 1.4 to 5 million views. Influencers such as Purav Jha, and brands including Swiggy, also participated, further increasing its digital footprint. Overall, the campaign recorded 112 million views, a reach of 21 million, and close to 1 million user engagements, driven primarily by organic interest.
Watch the campaign film: