Bingo! Tedhe Medhe, a snacks brand from ITC Limited, has launched ‘Abol Tabol Addakhana’ at Rajdanga Naba Uday Sangha’s Durga Puja pandal in Kolkata, combining the imaginative world of Bengali writer Sukumar Ray with interactive festive experiences.
Inaugurated by Tollywood actress Ditipriya Roy, the initiative features characters from the iconic literary work Abol Tabol, including Hukomukho Hyangla, Kumropotash, Hansjaru, Ramgorurer Chhana, Katukutu Buro, Bokochchhop and Gangaram. The installation includes quirky signages, tilted structures, distorted mirrors, murals, road graphics and chaat stalls offering local favourites with a brand-inspired twist.
The experience also features games, live performances and interactive activities, including ‘Dhunuchi Dhumdhakka, Dhaaker Taale Tedhe Medhe’, which combines the sounds of traditional Durga Puja celebrations with group participation. An AI-powered Naam Daak Zone allows visitors to create personalised Abol Tabol-inspired characters and Banglish rhymes for sharing on social media.
Atul Pujar, vice-president and head of marketing for snacks, noodles and pasta at ITC Limited, said the initiative aims to bring together unconventional ideas and encourage people to connect through shared laughter.
Roy said the installation offers a playful and distinctive way for families and friends to experience the cultural legacy of Abol Tabol during Durga Puja.
