New Delhi: Ethnic packaged foods company Bikaji Foods International Ltd has roped in Bollywood actor Amitabh Bachchan to star in its commercials that will air on television channels. Bachchan will feature as the face of the brand in a multimedia campaign that will go live in the first week of October, the company said in a statement on Thursday.
Bikaji Foods is a packaged foods FMCG company that sells popular snacks such as bhujia, namkeen, papad, among others, under the Bikaji brand name.
With the new campaign, the company plans to extend the brand’s reach to millennials and hook them to ethnic snacking as a category that is widely popular in the country but now also competes with more contemporary brands and healthy snacking options.
“While conceptualizing the campaign the key task was to direct youth into re-subscribing to ethnic snacking and in the process make Bikaji the cool ethnic snack brand. The aim is to widen Bikaji’s appeal among millennials and customers who prefer modern snacks over ethnic ones," the company said in a release.
The Bollywood actor’s “mass appeal and larger-than-life image will help expand Bikaji’s boundaries," Deepak Agarwal, CEO and Director, Bikaji Foods International Ltd said in a media statement. “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," he added.
Earlier this year, Avendus Fund picked up a minority stake in the snack foods maker for ₹40 crore, according to a report in The Economic Times. Bikaji Foods was founded in 1987 in Bikaner (Rajasthan) and has a large presence in north and east India.