The snacks major launches an emotion-led campaign tailored to Uttar Pradesh, spotlighting everyday Indian moments with actor Pankaj Tripathi
Bikaji Foods International, India’s third-largest ethnic snacks maker and one of the fastest-growing players in the organised snacks market, has unveiled its new integrated brand campaign, “Kya Baat Hai Ji!”, featuring acclaimed Bollywood actor Pankaj Tripathi. Designed specifically for Uttar Pradesh, the campaign celebrates how everyday moments become brighter, smoother and more delightful with Bikaji’s range of namkeen and snacks.
The campaign casts Tripathi in a series of relatable, everyday roles, using his trademark subtle humour and emotional charm to highlight Bikaji’s place in real household moments. The colloquial phrase “Kya Baat Hai Ji” acts as the campaign’s cultural anchor, mirroring the spontaneous joy people feel when ordinary situations are uplifted—often with their favourite snack in hand.
With storytelling rooted in daily life—from chai breaks and mid-task pauses to family indulgence and small personal wins—the films end with an instinctive, joyful refrain: “Kya Baat Hai Ji.”
Deepak Agarwal, Managing Director of Bikaji Foods International Ltd., said the campaign aims to build an expression that reflects natural moments of satisfaction. “Mr Pankaj Tripathi’s finesse and grounded charm make him the perfect fit for Uttar Pradesh, a region where food and tradition are deeply connected. Our integrated outreach aims to build awareness, drive trials, and strengthen Bikaji’s role in everyday snacking moments,” he added.
Tripathi said it was an honour to associate with a brand long embedded in Indian households. “Together, we hope to make everyday moments even more special with Bikaji’s namkeens,” he noted.
According to Neha Rao, Head of Marketing at Bikaji Foods, the campaign is designed to emotionally embed the brand in UP’s daily rhythms. “‘Kya Baat Hai Ji!’ isn’t just a campaign — it’s our doorway into the hearts of Uttar Pradesh. To become a household brand, we had to shift from selling namkeen as a product to presenting it as an emotion,” she said.
To establish strong visibility in a competitive market, Bikaji has adopted a high-impact presence strategy across digital, outdoor media, radio, cinema, local mobility formats, kirana signages and extensive on-ground activations. This ensures that awareness translates into recognition and lasting memorability.
The company has also built a distribution architecture tailored to Uttar Pradesh’s retail reality, focusing on the right outlets, pack sizes and SKUs to align with local snacking habits. By ensuring availability across neighbourhoods and everyday touchpoints, Bikaji aims to strengthen both emotional and physical reach.
As the brand expands across North India, the campaign underscores its intention to enter households not only through store shelves but through moments, memories and shared mealtimes — positioning Bikaji as a trusted companion for daily snacking occasions.
