Kolkata, 14 October 2026: What happens when the whimsical world of Sukumar Ray’s Abol Tabol meets the vibrant celebrations of Durga Puja? The answer is ‘Abol Tabol Addakhana’, an immersive and interactive experience presented by Bingo! Tedhe Medhe at the Rajdanga Naba Uday Sangha Puja Pandal. Inspired by the legendary Bengali literary work, the initiative brings together literature, humour, creativity and festive celebrations in a unique way.
For generations of Bengalis, Abol Tabol has remained synonymous with quirky characters, witty verses and an imaginative world where the unexpected is always welcome. Drawing inspiration from this timeless literary masterpiece, Bingo! Tedhe Medhe has created an experience that celebrates the unconventional. Just as the brand’s distinctive twisted shape reflects an unusual combination of ingredients, the world of Abol Tabol brings together eccentric characters and imaginative ideas that challenge the ordinary.
The experience was inaugurated by Tollywood actress Ditipriya Roy, marking the beginning of a playful journey into the world of Abol Tabol. Visitors are welcomed by iconic characters such as Hukomukho Hyangla, Kumropotash, Hansjaru, Ramgorurer Chhana, Katukutu Buro, Bokochchhop and Gangaram. Quirky signages, tilted structures, wavy frames, distorted mirrors and food stalls serving local favourites with a Bingo! Tedhe Medhe twist further enhance the atmosphere, transforming the Puja surroundings into a vibrant and imaginative space.
Going beyond a conventional themed installation, ‘Abol Tabol Addakhana’ offers visitors an opportunity to participate in the celebrations through interactive games, live performances and personalised digital experiences. One of the key attractions is ‘Dhunuchi Dhumdhakka, Dhaaker Taale Tedhe Medhe’, an energetic group game that combines the traditional sounds and spirit of Durga Puja with the unpredictable charm of Abol Tabol. Designed for friends and families, the activity adds an element of fun and friendly participation to the festive experience.
The creative world of Abol Tabol extends throughout the Addakhana through colourful murals, character illustrations, verses, banners and road graphics. Live performers engage with visitors through humour, spontaneous interactions and entertaining performances, ensuring that every corner offers something unexpected. The imaginative visual elements create a lively environment where the boundaries between literature and real-life celebrations become part of the fun.
Adding a digital dimension to the experience, the AI-powered ‘Naam Daak Zone’ allows visitors to transform themselves into characters inspired by Abol Tabol. The experience generates personalised names and playful ‘Banglish’ rhymes, creating shareable digital content for social media. By combining technology with literary nostalgia, Bingo! Tedhe Medhe aims to connect with audiences through an experience that brings together creativity, entertainment and contemporary digital engagement.
Commenting on the initiative, Atul Pujar, Vice President and Head of Marketing – Snacks, Noodles & 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.”
Sharing her experience, Ditipriya Roy, who inaugurated the installation, 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 very unique way to celebrate Pujo—exactly the kind of experience you want to share with your friends and family.”
With ‘Abol Tabol Addakhana’, Bingo! Tedhe Medhe brings a fresh and imaginative dimension to Durga Puja celebrations by combining the enduring appeal of Bengali literature with interactive entertainment and digital innovation. The initiative celebrates the joy of being unconventional, encouraging visitors to embrace the unexpected, share laughter and create memorable moments with friends and family during the festive season.
