Bikaji launches ‘Kya Baat Hai Ji’ campaign with Pankaj Tripathi

Bikaji Foods International Limited has launched its integrated brand campaign ‘Kya Baat Hai Ji!’ (What a note) for the Uttar Pradesh market, featuring actor Pankaj Tripathi. As India’s third largest ethnic snacks company and the second fastest-growing player in the organised snacks category, Bikaji aims to deepen regional relevance and build stronger everyday associations with its namkeen and snacks.

The campaign shows Tripathi in a series of familiar roles inspired by daily life in Uttar Pradesh. His performance, marked by understated humour and emotional clarity, reinforces Bikaji’s positioning as a brand rooted in household routines. The phrase ‘Kya Baat Hai Ji’ is used as a natural expression of appreciation, intended to reflect the instant uplift people experience when everyday situations are paired with their preferred snacks. The brand seeks to embed the expression into local vocabulary and link it to enjoyable snacking occasions.

The narrative highlights moments such as tea breaks, short pauses during chores, shared humour and small personal milestones, each concluding with the instinctive reaction ‘Kya Baat Hai Ji’. Managing director Deepak Agarwal said the campaign was designed to mirror how consumers respond to moments of satisfaction, adding that Tripathi’s connection with Uttar Pradesh and his grounded on-screen presence made him an effective fit for the region.

Tripathi noted that Bikaji is well recognised for its ready-to-eat snacks and that he looked forward to representing the brand through his performance style.
Head of marketing Neha Rao explained that the campaign positions namkeen as an emotional connector rather than only a product, and that Uttar Pradesh’s diversity demanded a communication approach that captured its moods, habits and food culture.

To build salience in a competitive market, Bikaji adopted a high-impact visibility plan across digital, out-of-home, auto branding, retail signages, radio, cinema and on-ground activity. The company also aligned its distribution strategy with local purchasing behaviour by selecting suitable outlets, pack sizes and SKUs. As Bikaji expands across North India, the campaign aims to strengthen both emotional and physical reach among everyday snack consumers.