Bikaji Foods International Ltd has taken on board Amitabh Bachchan as its brand ambassador.
The food major’s latest campaign, ‘Amitji Loves Bikaji’, seeks to promote the brand as the preferred snacking choice for today’s generation. The multimedia campaign that goes live from the first week of October will feature the superstar as the face of the brand.
The campaign’s mandate was to persuade the young to choose ethnic snacks and in make Bikaji a “cool ethnic snack brand”. The target audience was specifically the millennials, who, more often than not, prefer modern snacks over ethnic ones. Through the commercial, Bikaji hopes to help millennials “rediscover and celebrate” native culture through such snacking.
Deepak Agarwal, the CEO and Director of Bikaji Foods (formerly Shivdeep Industries Ltd), said,“We are delighted to welcome the entertainment industry’s most revered personality, Amitabh Bachchan aka Amitji as we fondly call him. He has a massive fan following across geographies and has an identity beyond the films, ads that he does. His mass appeal and larger-than-life image will help expand Bikaji’s boundaries. Bikaji is a favourite among Indian snack lovers and we hope to enhance the brand appeal to young people across geographies and boost distributors’ confidence.”
3 Brothers & Fils, which has worked with the brand for more than three decades, planned and executed the campaign. Sagar Parikh, Managing Partner, said, ‘‘The campaign encourages the youth to enjoy ethnic snacking. Amitji is loved by the masses and the classes, so he’s the best choice to deliver the message in a fun and entertaining way.”
In one of the TVCs, Bachchan, who is seen enjoying Bikaji’s ethnic Indian snacks wherever he travels, however, refuses to share his Bikaji snack with his co-passenger on board a plane.
The ‘Amitji Loves Bikaji’ campaign will help Bikaji to expand their distribution network and get on board new channel partners.
The company, founded in 1987 by Shivratan Agarwal in Bikaner in Rajasthan, is a leading FMCG brand in India and abroad, focussing on bhujias, namkeens, papads, snacks, and sweets.