Mumbai, 2nd December 2025: Bikaji Foods International Limited (Bikaji), India’s third largest ethnic snacks company and the second fastest-growing player in the organized snacks market, has unveiled its new integrated brand campaign, “Kya Baat Hai Ji!”, with celebrated Bollywood actor Pankaj Tripathi celebrating how everyday moments feel brighter, smoother and more delightful with Bikaji namkeen and snacks.
The campaign presents Tripathi in multiple relatable roles, portraying everyday characters with his trademark authenticity, subtle humour and emotional nuance. His presence lends credibility and warmth to the storytelling, reinforcing Bikaji’s positioning as a trusted brand deeply embedded in real-life household moments.
“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, a region with a rich namkeen legacy and an even richer food culture, the line mirrors the instant delight people feel when an ordinary situation becomes better with their favourite snack. The goal: to create a phrase that naturally enters daily conversations and becomes synonymous with happy snacking moments.
The narrative takes an emotional yet sharply product-embedded approach, showcasing real slices of daily life – chai-time breaks, mid-task pauses, shared laughter, family-time indulgence and tiny personal wins, each culminating in the effortless, instinctive reaction: “Kya Baat Hai Ji.”
Check out the link for the film: https://www.youtube.com/watch?v=tVLcVyfAZg0
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.”
Recognizing that share of voice equals share of market, Bikaji adopted a high-impact presence approach. As a new entrant in UP, competing only on media volume wasn’t practical so the brand focussed on dominating where visual real estate matters the most via the use of Digital, Out-of-Home, localized options like auto branding & local mobility touchpoints, Kirana store signages & retail visibility, radio & cinema for mass resonance and extensive on-ground engagement. This ensured that awareness translated not just into recognition, but into memorability.
Our Distribution Architecture was built for UP’s reality. Since “you can’t sell what people can’t find,” we crafted a sharply thought-out distribution strategy with the right outlets, the right pack sizes and the right SKUs for local snacking behaviour, ensuring Bikaji is available exactly where consumers expect it across towns, neighbourhoods, and everyday retail touchpoints of Uttar Pradesh, strengthening emotional & physical reach.
As Bikaji expands its footprint across North India, the campaign underscores its commitment to entering homes not just through shelves, but through moments, memories and mealtimes making Bikaji a trusted everyday companion for chai breaks, quick pauses, family-time bonding and shared indulgences.
