Amitabh Bachchan turned out to be a great investment: Neha Rao, Bikaji

‘Bikaji Khao London Jao’ is the first ever mega campaign and festive campaign by the sweets, snacks and restaurant company, Bikaji. Neha Rao, Vice President – Marketing, Bikaji says, “We spent the last five years establishing the category and the brand. Now, that we have hit a certain point we wanted to see how we could engage more with the consumer. This was the primary thought behind with the campaign.”

Typically, when it comes to contests organised by brands, the probability of winning is all down to a matter of chance. However, in the ‘Bikaji Khao London Jao’ campaign , every consumer is assured a prize for buying a family pack. Scanning the unique code on the pack can lead to gratifications ranging from a trip to London, two-wheelers, Television, household appliances, vouchers and cashback offers.

Rao adds, “Usually the offers come from retailers and distributors but you don’t see direct consumer offers in the traditional snacks and sweets category. We started the offer on our family packs as they enjoy loyalty.”

Given it’s the festive season, Bikaji has added its top selling sweets to the campaign. This was the first massive step taken by the brand to connect with the consumer to drive engagement. The idea is to increase Bikaji’s pick ability where it occupies the same shelf as its competition. The on-pack promotion has also been big from the shopper marketing perspective.

Rao says, “Given the numbers, I'd like to go up as compared to the industry growth and our current growth rate. For us, it’s important that given the choice available to consumers, they pick up Bikaji’s on the back of the promo campaign, the hooks that we have, we believe are good for the consumer.”

Looking back, the festive consumer campaign and the focus on digital have been the major shifts that has happened in the last couple of years. Rao explains, “Earlier, we've done category and branding work and have advertised during the festive season, but not on a festive campaign. This is the first time we have done a festive consumer campaign.” She adds, “Secondly, there’s a focus on digital now. It's moving, and in the next two years, you'll see a lot more on this front. We’ve started investing