Udaipur (Dr. Tuktak Bhanawat): Bikaji Foods International Ltd has signed megastar Amitabh Bachchan as its brand ambassador. The brand-new campaign,‘Amitji Loves Bikaji’, focuses on making the brand the preferred snacking choice for today’s generation. Mr. Bachchan will feature as the face of the brand in a multimedia campaign which will go live from the first week of October 2019.While conceptualizing the campaign the key task was to direct youth into re-subscribing to ethnic snacking and in the process make Bikaji the cool ethnic snack brand.The aim is to widen Bikaji’s appeal among millennials and customers who prefer modern snacks over ethnic ones. Bikaji wantsmillennials to rediscover and celebrate their culture through everyday snacking. Growing rapidly in India and globallyunder the leadership of CEO and Director Deepak Agarwal, Bikaji Foods International Ltd is also looking to expand into ready-to-eat and frozen foods.Mr. Agarwal said: “We are delighted to welcome the entertainment industry’s most revered personality, Amitabh Bachchan aka Amitji as we fondly call him. He has a massive fan following across geographies and has an identity beyond the films, ads that he does.His mass appeal and larger-than-life image will help expandBikaji’sboundaries.Bikajiis a favourite among Indian snack lovers and we hope to enhance the brand appeal to young peopleacross geographies and boost distributors’ confidence.”Sagar Parikh, Managing Partner, 3 Brothers &Fils,communication partners, which executed the campaign and has been associated with the brand for more than three decades, said: ‘‘The campaign encourages the youthto enjoy ethnic snacking.Amitji isloved by the masses and the classes, so he’s the best choice to deliver the message in a fun and entertaining way.”TheTVC shows AmitabhBachchanenjoyingBikaji’s ethnic Indian snacks wherever he goes. His love for Indian snacks is underscorednot just while travellingbut also how he commits to sharing his Bikaji snack while, relishing every bit of it alone. He enjoys cricket or tea only with Bikaji and ends up being like a teenager when it comes to excuses to not share his Bikaji. The ‘Amitji Loves Bikaji’campaign will help the brand expand its distribution network and encourage new channel partnersto come on board and connect with the brand.