Bingo! Tedhe Medhe has brought the imaginative world of Sukumar Ray’s 'Abol Tabol' to Durga Puja celebrations with ‘Abol Tabol Addakhana’, an immersive experience at the Rajdanga Naba Uday Sangha Puja Pandal in Kolkata.
For generations of Bengalis, Abol Tabol has been associated with quirky characters, witty verses and an imaginative world where the rules of reality do not apply. Bingo! Tedhe Medhe draws on this spirit of the unconventional, bringing together the literary work’s eccentric characters and unexpected ideas with the snack brand’s distinctive twisted shape.
Inaugurated by Tollywood actress Ditipriya Roy, the Addakhana transforms the Puja space into a world inspired by Ray’s creation. Characters such as Hukomukho Hyangla, Kumropotash, Hansjaru, Ramgorurer Chhana, Katukutu Buro, Bokochchhop and Gangaram feature across the installation, which includes quirky signages, tilted structures, wavy frames, distorted mirrors and chaat stalls serving local favourites with a Bingo! Tedhe Medhe twist.
The experience goes beyond a static display, inviting visitors to participate through games, performances and personalised digital experiences. At its centre is ‘Dhunuchi Dhumdhakka, Dhaaker Taale Tedhe Medhe’, a group game for friends and families that brings together the sounds and spirit of Durga Puja with the unpredictable world of Abol Tabol.
Characters, verses, murals, banners and road graphics extend the theme across the surroundings, while live performers interact with visitors through humour and spontaneous performances. The visual elements turn the space into a playful setting inspired by Ray’s literary work.
Adding a digital element to the experience is the AI-powered Naam Daak Zone, where visitors can transform themselves into Abol Tabol-inspired characters, complete with personalised names and ‘Banglish’ rhymes designed for sharing on social media.
Commenting on the initiative, Atul Pujar, Vice President and Head of Marketing – Snacks, Noodles and Pasta, ITC Limited, said, “At Bingo! Tedhe Medhe, we believe that something truly distinctive comes from bringing together elements that are anything but ordinary. It is this combination of ingredients that gives Bingo! Tedhe Medhe its unmistakably twisted shape, just as the coming together of quirky characters, witty verses and unexpected ideas makes Abol Tabol so unique. With Abol Tabol Addakhana, we wanted to bring these magical and unconventional worlds together this Durga Puja and create a space where people can embrace their own quirks, connect over shared laughter and create their own Tedha Medha moments.”
Ditipriya Roy, who inaugurated the experience, said, “Abol Tabol has always been a part of our childhood, but I don’t think I’ve ever experienced it quite like this! The whole Addakhana feels like you’ve stepped into Abol Tabol’s world — and then made it a little more ‘Tedhe Medhe’. The characters, the games, the dhaak, the energy… there is something happening everywhere. It is a playful, funny and a very unique way to celebrate Pujo — exactly the kind of experience you want to share with your friends and family.”
Through 'Abol Tabol Addakhana', Bingo! Tedhe Medhe brings Ray’s surreal literary world into an interactive Durga Puja setting, encouraging visitors to embrace the unexpected, share a laugh and create their own ‘Tedha Medha’ moments.
