‘Big B’ to Represent Bikaji as Brand Ambassador

The Bollywood superstar, Amitabh Bachchan, is likely to represent Bikaji Foods International Limited, a leading FMCG brand in India and abroad, as a brand ambassador.

The brand-new campaign, ‘Amitji Loves Bikaji’, will focus on making the brand, most preferred snacking choice for present generation.

The mega star will feature as the face of the brand in a multimedia campaign which will go live from the first week of October 2019.

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 millennial and customers who prefer modern snacks over ethnic ones. Bikaji wants the millennial to rediscover and celebrate their cultures though snacking. Growing rapidly in India and globally, the company is now looking to expand into ready-to-eat and frozen foods.

The Chief Executive Officer and Director, Deepak Agarwal, 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 favorite among Indian snack lovers and we hope to enhance the brand appeal to young people across geographies and boost distributors’ confidence”.

‘‘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”, said the managing partner, Sagar Parikh.