Bikano, Indian sweets and snacks brand, launches ‘Justice for Soan Papdi’ campaign to bring a fresh perspective to the age-old tradition of gifting.
The campaign focuses on changing the narrative around Soan Papdi, a Diwali sweet that often finds itself re-gifted. Through online content and social media interactions, Bikano intends to build a community to foster brand awareness.
The campaign’s execution will include a series of engaging social media posts, videos, and influencer-led stand-up comedy routines. Additionally, consumer polls and contests will be organised to encourage participation and interaction. Consumers are encouraged to use the hashtags #JusticeforSoanPapdi and #Bikano to join the conversation and spread the word.
“We noticed the wealth of humorous content surrounding Soan Papdi on social media. This inspired us to launch the “#JusticeForSoanPapdi” campaign, bringing these jokes to life and encouraging our audience to engage in the fun. In an ever-evolving digital landscape, we understand the importance of engaging our audience in meaningful ways. ‘#JusticeForSoanPapdi’ is not only a campaign; it’s an immersive experience designed to resonate with every individual. Through captivating visuals, interactive posts, and witty content, we aim to turn each interaction into a cherished memory. It’s not just about sweets; it’s about creating moments of pure joy and laughter that stays with our consumers. This campaign is a celebration of the bonds we share and the laughter we can create together,” Kush Aggarwal, head of marketing, Bikano, said.
In a bid to further enhance consumer experience, Bikano has collaborated with over 50 influencers and is planning collaborations with e-commerce portals. The brand also aims to promote a CSR initiative as part of its commitment to sustainability. This initiative will focus on supporting local communities and fostering a spirit of giving during the festive season.