Bingo! Tedhe Medhe, a leading snack brand under ITC Foods, has launched a Pujo special song, ‘Rockanjali,’ to commemorate 50 years of Bengali rock music. The star-studded musical tribute features iconic rock artists Siddhartha Sankar Roy (Siddhu), Avijit Burman (Pota), Gaurab Chatterjee (Gabu), and Anindya Chatterjee. The brand also introduced the ‘Rockanjali’ contest, allowing young musicians to showcase their talent during Durga Puja at key Kolkata pandals, with over 120 students competing for a spot in the top 15.
In addition to Kolkata, Bingo! Tedhe Medhe’s campaign has strong potential to resonate with key consumer markets in Guwahati, where the youth seek culturally relevant content. The city’s vibrant market, especially during festivals, is expected to respond positively to this unique fusion of music and tradition, potentially spurring local adaptations of such events.
Similarly, Siliguri, known for its growing influence on regional youth culture, could see heightened interest in similar promotional activities. Siliguri’s youth-centric focus during festive seasons makes it a fertile ground for brands like Bingo! Tedhe Medhe to expand their engagement strategies. Mr. Suresh Chand, VP & Head of Marketing, Snacks, Noodles, and Pasta, ITC Foods, remarked, “With ‘Rockanjali,’ we aim to honor Bengali rock’s legacy while fostering the next generation of talent.”
