Bikaji Foods International Ltd, the packaged foods FMCG company, has signed Bollywood actor Amitabh Bachchan as its Brand Ambassador.
Amitabh will star in the company’s commercials that will air on television channels and will also feature as the face of the brand in a multimedia campaign.
Bikaji Foods sells popular snacks like bhujia, namkeen, papad, among others, under the Bikaji brand name.
The company said, “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.”
Deepak Agarwal, CEO and Director, Bikaji Foods International Ltd, stated, “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 the 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,” he further added.