Bikaji Foods International Ltd has marked megastar Amitabh Bachchan as its brand representative. The shiny new campaign, ‘Amitji Loves Bikaji’, centers around settling on the brand the favored eating decision for the current generation.
Bachchan will feature as the face of the brand in an interactive media campaign which will go live from the principal seven day stretch of October 2019. While conceptualizing the campaign the key undertaking was to coordinate youth into re-buying in to ethnic nibbling and in the process make Bikaji the cool ethnic bite brand. The point is to augment Bikaji’s allure among recent college grads and clients who favor present day snacks over ethnic ones. Bikaji needs twenty to thirty year olds to rediscover and commend their way of life through regular eating.
Deepak Agarwal, CEO and Director of Bikaji 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.”
The ‘Amitji Loves Bikaji’ campaign will enable the brand to grow its distribution network and urge new channel accomplices to come on board and associate with the brand.