A campaign that is placed so well in the everyday life that you really want to say ‘Kya Baat Hai Ji’
Bikaji Foods International Limited has launched its new brand campaign, “Kya Baat Hai Ji!,” featuring Bollywood actor Pankaj Tripathi. The campaign shows how Bikaji snacks can make everyday moments better.
Tripathi plays different relatable characters, bringing his natural style and humor to the stories. His involvement adds trust to the brand, showing Bikaji as a reliable part of daily life.
The Kya Baat Hai Ji campaign uses a popular Indian expression of joy. It's meant to capture that happy feeling you get when a good snack makes a moment even better. The goal is to connect this expression to the simple pleasure of enjoying snack time.
The campaign tells emotional stories that closely relate to the product. It shows real-life situations like tea breaks, quick rests, shared laughs, family time, and personal achievements, all ending with the easy response: “Kya Baat Hai Ji.”
Deepak Agarwal, Managing Director at Bikaji Foods International Ltd., mentioned that: “With ‘Kya Baat Hai Ji!’our intention was to build a brand expression that reflects how consumers naturally respond to moments of joy and satisfaction. Mr. Pankaj Tripathi’s versatility, finesse and grounded charm make him the perfect fit for Uttar Pradesh - a region where food, culture and tradition are intertwined. His craftsmanship reflects the same perfection that Bikaji stands for. Our campaign brings alive everyday occasions where Bikaji adds a spark of delight while reinforcing our commitment to hygienic, superior-quality snacks that fit seamlessly into family routines. Through this integrated outreach, we aim to build scale awareness, drive trials, and strengthen Bikaji’s presence in daily snacking moments.”
Key Takeaways from the campaign
Region-oriented targeting
This campaign focuses on Uttar Pradesh. It uses local culture, the language (Kya Baat Hai Ji!), and Pankaj Tripathi's approachable image to build a strong presence in the region.
Celebrity selection
Pankaj Tripathi was chosen because he’s genuine, friendly and relatable, which the brand believes matches with what the brand stands for and connects with the targeted customers.
Multi-channel strategy
To make sure it reaches everyone in the state, the campaign uses all sorts of channels like online, billboards, vehicle branding, radio, movie theaters, and even things happening right in stores. This way, people will catch the message in different places.
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