Bikaji Foods International has launched its latest integrated brand campaign, “Kya Baat Hai Ji!”, featuring acclaimed actor Pankaj Tripathi. The campaign brings everyday relatable moments to life – from chai breaks to shared laughter – highlighting how Bikaji snacks make simple occasions feel warmer, happier and more memorable.
Tripathi appears in multiple roles with his characteristic honesty and humour, reinforcing Bikaji’s identity as a trusted household name. The colloquial phrase “Kya Baat Hai Ji” serves as the campaign’s central expression, designed to mirror the spontaneous delight that follows a satisfying snacking moment.
Tailored for Uttar Pradesh, a market rich in food culture and emotional consumption patterns, the campaign aims to make the expression part of everyday conversation – synonymous with happy indulgence and shared memories.
Deepak Agarwal, Managing Director at Bikaji Foods International, said the campaign and casting choice reflect authenticity, cultural relevance and product confidence. He added that Tripathi’s grounded charm aligns seamlessly with Bikaji’s values of quality and trust.
According to Tripathi, being part of a brand synonymous with household snacking in India is an honour and an exciting creative collaboration.
To maximise reach in UP, Bikaji has executed a layered media plan including digital, retail visibility, auto branding, radio, cinema and on-ground activations. The strategy ensures both high recall and easy product availability across local outlets, kirana stores and mobility touchpoints.
As Bikaji expands across North India, the campaign positions the brand not just as a snack, but as an emotion woven into daily life – snacks that complement moods, create memories and spark connection.
