Hoopr creates ‘Tedhe Medhe’ Bhojpuri music video for ITC Foods’ Bingo!

New Delhi: Hoopr Brand Solutions, the creative-tech arm of Hoopr, a music licensing platform, has partnered with ITC’s snacking brand, Bingo! Tedhe Medhe,  to create and launch a Bhojpuri music video, “Tedhe Medhe.”

By integrating the product name directly into the song’s hook, the campaign aims to enhance brand recall while building a cultural connection with consumers in Bihar and Uttar Pradesh.

The music video, stars Bhojpuri actor Khesari Lal Yadav and actress Shweta Sharda and is performed by Khesari Lal Yadav and Shilpi Raj.

The video has gained over 5 million views on YouTube.

Directed by director-choreographer, Rahul Shetty, the video combines storytelling, street-smart charm, and infectious beats, to capture the essence of Uttar Pradesh and Bihar’s energetic youth culture, perfectly aligning with Bingo! Tedhe Medhe’s persona, said Hoopr in a statement.

Meghna Mittal, Co-Founder and CRO, Hoopr, said, "In order to craft a compelling music-led brand strategy, we need to work very closely with brands to understand their brand’s persona and target audience. With Bingo! Tedhe Medhe, the decision to rope in superstar Khesari Lal Yadav was rooted in immense research of their audiences’ music preferences.

He added, “Khesari’s personality was carefully mapped across multiple points of intersection with the brand’s persona. The innovative incorporation of the brand name in the track’s hook also emerged from data-driven user testing. The distribution channels have also been curated carefully after studying the audiences’ music consumption habits.”

Gaurav Dagaonkar, music composer and Co-founder and CEO of Hoopr, said, "Our collaboration with Bingo! Tedhe Medhe proves that brands can move beyond conventional advertising to create content that is both authentic and impactful. Regional music is becoming a powerful tool for cultural engagement, helping brands reach new audiences and build top-of-mind awareness. By blending Bhojpuri music with the brand’s playful spirit, we have crafted a campaign that feels real, relevant, and deeply rooted in local culture”

Suresh Chand, Vice President and Head of Marketing, Snacks, Noodles and Pasta, ITC Foods, added, "At Bingo! Tedhe Medhe, we are constantly exploring new ways to engage our consumers. The Bhojpuri culture is full of energy, passion, and local flavor, and ‘Tedhe Medhe’ is our way of celebrating it. The music video brings to life our brand’s bold and playful personality while strengthening our connect with consumers in Bihar and Uttar Pradesh. By tapping into the magic of regional music, we are building deeper brand love in a way that is both entertaining and culturally relevant.”

The song is available across all major music streaming platforms and video channels.

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