How a Bhojpuri beat made Bingo! Tedhe Medhe the talk of the heartland

Let me take you back to where it began.

Bingo! Tedhe Medhe has always played by its own rules: quirky, unapologetically offbeat, and unmistakable with its spiral-shaped snack. But when the brief came in to connect more deeply with audiences in Bihar and Eastern UP, we knew this wasn’t just about making noise. It was about striking the right note. The kind that doesn’t just grab attention but sparks participation.

So we asked ourselves the simplest, and most strategic, question: What’s already playing in their ears every day?

The answer? Bhojpuri music.

We didn’t want to scratch the surface with token regional flavour. We went deep. Our team dissected over a hundred top Bhojpuri music videos not just for sound, but for sentiment. The energy of the dance moves. The camera language. The on-screen chemistry. The fan behaviour. What we were chasing wasn’t just a 'regional collab'. We wanted to build something that could live in culture, a song that could belong to the audience, not just the brand.

That’s how the Tedhe Medhe Bhojpuri music video came to life.

From the start, it was clear this couldn’t just be a branded jingle. It had to be a full-fledged music video, made for YouTube, Instagram, and every platform where our audience lives, scrolls, and shares.

We began where it counts: the hook. It had to be simple, hummable, and unmistakably tied to the brand name. Then came the faces. We brought on none other than Khesari Lal Yadav, a certified megastar and the seventh-most viewed artist in India on YouTube. His fanbase? Devoted, vocal, and precisely the audience we were trying to reach.

He was joined by Shilpi Raj, another household name in the Bhojpuri music circuit, and Shweta Sharda, Miss Universe India 2023, who added a modern freshness to the visual palette.

And now we had to make it move, and for this we turned to Rahul Shetty, a Bollywood choreographer known for marrying massy flavour with slick storytelling. He directed and choreographed the entire video, which was impressively shot across three sets and wrapped in a single day: 14 hours, three setups, and no room for error. What helped was everything clicking into place.

Khesari Lal Yadav, despite the usual expectations around a superstar’s schedule, arrived 20 minutes before his call time, giving us a running start. While one set was being shot, the next was already being prepped — costumes, lighting, camera, all happening in parallel. We mapped out the visual flow with precision: two sequences in daylight, one at night, so we could keep moving without waiting for the sun. 

The crew, many of whom have worked with us across music videos, knew the rhythm, the pace, the pulse. It was one of those rare shoots where everything aligned — focused minds, synced-up energy, and a single goal in sight.

We’d also distributed the audio across all major streaming platforms, including Spotify, JioSaavn, Apple Music, among others. It found its way into playlists, functions, and WhatsApp forwards. That’s when you know it’s working when it no longer feels like advertising.

This wasn’t a campaign that disrupted the scroll. It blended in effortlessly. It respected the audience's rhythm. Instead of insisting on attention, it offered something worth watching, singing along to, and remixing into something personal.

But if I have to tell you the real reason it worked, it's the Details.

From the linguistic choices in the lyrics to the colour palette of the costumes, to the narrative style of the video, everything was intentional, culturally grounded, and joyfully local.

And that’s what made it different.
It didn’t try to be local.
It just was.

For Bingo! Tedhe Medhe, this was a signal that big brands can speak in regional voices without losing their identity. That music, when done right, doesn’t need an enormous media budget to go viral. And most importantly, that the heartland is listening, you just have to speak its language.

The Bhojpuri beat of Tedhe Medhe made people dance, laugh, and share.

And in doing so, it reminded us: When you make something truly for the people, they’ll make it their own.

This article is penned by Alok Kaul, Vice President – Strategy & Brand Solutions, Hoopr.

Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

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