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ITC's Bingo! Tedhe Medhe brings 'Abol Tabol Addakhana' to Kolkata's Durga Puja with an interactive pandal activation
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ITC's Bingo!
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A second Abol Tabol Addakhana site announced before Diwali would mean ITC is scaling the format, so pandal committees can pitch similar slots to rival snack brands.
The report
ITC's Bingo! Tedhe Medhe launched 'Abol Tabol Addakhana', an interactive Durga Puja activation at the Rajdanga Naba Uday Sangha pandal. It is inspired by Sukumar Ray's 'Abol Tabol' and includes games, live performers, chaat stalls and an AI-powered Naam Daak Zone.
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Reported figures
From the report. Source details below
- Inaugurated by Tollywood actress Ditipriya Roy, the Abol Tabol Addakhana transforms the Puja environment
- the AI-powered Naam Daak Zone, where visitors can transform themselves into Abol Tabol-inspired characters
Why it matters for the brand
ITC's Bingo! Tedhe Medhe is running a single-pandal Durga Puja 2026 activation in Kolkata, so this is a brand-building signal for ITC's snacks business and not something that moves financials.
What to track next
- Bingo! Tedhe Medhe's social posts showing Naam Daak Zone usage through the Puja
- Rival snack brands announcing pandal or festive experiential activations in Kolkata
- ITC commentary on regional festive demand in its next quarterly results
- Reports of Puja committees sharing sponsorship terms for themed brand activations
The source
First seen