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Bikaji Foods International Ltd, an ethnic packaged food manufacturer, has signed Bollywood legendary actor Amitabh Bachchan to star in its commercials, which will air on TV channels.
- With the new campaign, the company aims to extend the reach of the brand to millennials and connect them to ethnic snacking as a category that is common in the nation but now also competes with more modern people.
Bikaji Foods International Ltd, an ethnic packaged food manufacturer, has signed Bollywood legendary actor Amitabh Bachchan to star in its commercials, which will air on TV channels. In a multimedia campaign that will go live in the first week of October, Bachchan will feature as the brand’s face, the firm said in a declaration on Thursday.
Bikaji Foods is an FMCG packaged food firm that sells famous sweets, including bhujia, namkeen, papad, under the brand name of Bikaji.
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With the new campaign, the company aims to extend the reach of the brand to millennials and connect them to ethnic snacking as a category that is common in the nation but now also competes with more modern people.
“The main job of conceptualizing the campaign was to guide young people to connect to ethnic snacking and create Bikaji the cool ethnic snack brand in the process. The goal is to broaden the attraction of Bikaji among millennials and clients who prefer contemporary snacks to ethnic ones, “the firm said in a release.” The mass appeal and larger-than-life picture of the Bollywood actor will help to broaden the limits of Bikaji, “said Deepak Agarwal, CEO, and Director of Bikaji Foods International Ltd in a press declaration. “Bikaji is a favorite among Indian snack enthusiasts and we hope to increase young people’s brand attraction across geographies and increase the trust of retailers,” he added.
Recently, Avendus FLF a category 2 alternative investment fund bought a minority stake in Bikaji from private equity firm Lighthouse and investment banking firm Intensive Softshare. Lighthouse had acquired a 12.5% stake in the company in 2014 for ₹90 crores.
With its key product line of Bhujia, Namkeen, Papad, Snacks and Sweets, Bikaji is a major FMCG brand in India and overseas. All products are manufactured using selected raw materials obtained from the best in their category, processed in an isolated and hygienic environment and are manually untouched and packaged in a state-of-the-art automated packaging facility.
Bikaji Foods International Ltd. was established in 1987 by Shri Shivratan Agarwal as Shivdeep Industries Ltd. in Bikaner, Rajasthan. In the list of top providers of Sweets & Namkeen, Sweets in India, Bikaji created a name for himself. Located in Bikaner, Rajasthan, the firm is one of these items ‘ major vendors.
