ITC’s Bingo! Launches Pilgrim Support Initiative, Bringing Refreshment and Relief to Devotees at Ambubachi Mela 2026

Guwahati, June 2026: As lakhs of devotees converged at the sacred Kamakhya Temple for Ambubachi Mela 2026, ITC’s Bingo! stepped beyond conventional marketing to become part of the pilgrims’ journey through a dedicated support initiative.

Set up along the temple route, the colourful Bingo! activation offered drinking water and refreshments to devotees navigating long walks, crowded pathways and hours of waiting. The initiative provided a welcome pause for visitors, helping them recharge before continuing their spiritual journey.

While delivering comfort and convenience, the activation also reflected the brand’s vibrant identity. The stall featured Bingo!’s newly redesigned packs and popular flavours, including Masala Masst, Kimchi Cream & Onion, Chilli Sprinkled Delights, Thrillin' Tomato and Slayin' Salt.

Thousands of devotees and visitors passed through the activation every day, giving the brand a meaningful opportunity to connect with consumers in one of Northeast India’s most significant cultural and spiritual events.

More than a brand showcase, the initiative highlighted how thoughtful engagement can blend utility with visibility, support with storytelling, and service with branding. For ITC’s Bingo!, Ambubachi Mela 2026 was not merely a marketing platform—it was an opportunity to contribute to the experience of millions of pilgrims and become part of a journey defined by faith and devotion.