ITC Limited’s snacks brand Bingo! Tedhe Medhe has launched ‘Abol Tabol Addakhana’ at Rajdanga Naba Uday Sangha’s Durga Puja pandal in Kolkata, blending Bengali literary heritage with interactive entertainment as brands explore experiential marketing opportunities during the festive season.
Inspired by Sukumar Ray’s iconic literary work Abol Tabol, the activation was inaugurated by Tollywood actress Ditipriya Roy. It features characters such as Hukomukho Hyangla, Kumropotash, Hansjaru, Ramgorurer Chhana, Katukutu Buro, Bokochchhop and Gangaram, alongside quirky signages, tilted structures, distorted mirrors, murals, road graphics and chaat stalls offering local favourites with a brand-inspired twist.
The initiative includes interactive games, live performances and the group activity ‘Dhunuchi Dhumdhakka, Dhaaker Taale Tedhe Medhe’, combining traditional dhaak rhythms with festive participation. An AI-powered Naam Daak Zone enables 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 seeks to unite unconventional ideas and encourage consumers to connect through shared laughter.
Roy said the installation offers a distinctive way to experience Abol Tabol during Puja.
The activation highlights how consumer brands are using cultural associations, digital engagement and on-ground experiences to connect with audiences during Kolkata’s Durga Puja celebrations.