} Amitabh Bachchan Joins Bikaji As The Brand Ambassador

Bikaji Foods International Ltd. has signed veteran actor Amitabh Bachchan as its Brand Ambassador. The brand-new campaign, ‘Amitji Loves Bikaji’, aims at making the brand the preferred snacking choice for today’s generation. The campaign will help the brand expand its distribution network and encourage new channel partners to come on board and connect with the brand.

Deepak Agarwal, CEO and Director 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.”

Sagar Parikh, Managing Partner, 3 Brothers & Fils, communication partners, which executed the campaign and has been associated with the brand for more than three decades, said, ‘‘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.”

Tags: NA