Bikaji Foods International Limited (Bikaji), has unveiled its new integrated brand campaign, Kya Baat Hai Ji!, with Bollywood actor Pankaj Tripathi, celebrating how everyday moments feel brighter, smoother with Bikaji namkeen and snacks.
The campaign presents Tripathi in multiple relatable roles, portraying everyday characters. Kya Baat Hai Ji — a colloquial expression of spontaneous appreciation and joy, serves as the cultural anchor of the campaign. Designed specifically for Uttar Pradesh, the line mirrors the instant delight people feel when an ordinary situation becomes better with their favourite snack.
Deepak Agarwal, Managing Director, Bikaji Foods International Ltd., said, “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.”
Pankaj Tripathi shared, “Bikaji has been a household name for years, synonymous with ready-to-eat snacks and namkeens. Being associated with such a brand is an honour. I look forward to sharing its message through my own creative style. Together, we hope to make everyday moments even more special with Bikaji’s namkeens.”
Neha Rao, Head – Marketing, Bikaji Foods, said, “Kya Baat Hai Ji! isn’t just a campaign — it’s our doorway into the hearts of Uttar Pradesh. Har ghar Bikaji is our vision, and to earn that place we had to shift from selling namkeen as a product to presenting namkeen as an emotion. Food doesn’t fill plates, it fills hearts; meals shape moods, and namkeens and sweets spark memories and conversations. UP isn’t a state, it’s 1,000 supermarkets with their own rules and values. That’s why we built a montage of situations that cut across its moods, moments and mealtimes. And building emotional appeal wasn’t just storytelling — it was strategic. Every rupee invested in emotional equity lowers acquisition costs and increases repeat. For us, that’s real business building.”
