Bikano's Diwali Quest: Seeking Justice for Soan Papdi Tradition

Amid the nationwide festive fervor, Bikano has, a renowned sweets and snacks brand, has launched the "Justice for Soan Papdi" campaign, introducing a fresh perspective to the age-old tradition of gifting. The campaign's core objective is to revolutionize the perception of Soan Papdi, a cherished Diwali sweet often relegated to being a re-gifted item. Bikano plans to establish a community around this delectable treat and boost brand recognition through engaging content and social media interactions.

Manish Aggarwal, Director of Bikano, Bikanervala Foods Pvt Ltd, expressed his excitement about the campaign, stating, "Diwali is a time of sharing joy and spreading happiness. With 'Justice for Soan Papdi,' we're inviting everyone to join us in celebrating the charm of this classic sweet. We believe that through this campaign, we can create a fun and memorable Diwali experience for our consumers. Through 'Justice for Soan Papdi,' we're not just promoting a product; we're fostering an atmosphere of warmth and camaraderie. We're encouraging everyone to relish every moment, savor every bite, and share the joy with their loved ones. It's about creating a legacy of sweet memories that linger long after the celebrations are over. Let's come together and give Soan Papdi the love it deserves this festive season! Our goal is to make every moment of this celebration a delightful memory.”

Kush Aggarwal, Head of Marketing at Bikano, shared insights into the campaign's genesis, saying, "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 a sweet; 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.”

The campaign's rollout encompasses a series of captivating social media posts, videos, and stand-up comedy routines led by influencers. Moreover, it will feature consumer polls and contests aimed at promoting engagement and interaction. Consumers are encouraged to participate in and contribute to the campaign's buzz by using the hashtags #JusticeforSoanPapdi and #Bikano.

Bikano has also formed partnerships with over 50 influencers and is in the process of collaborating with e-commerce platforms. The brand intends to uphold its commitment to sustainability by launching a CSR initiative focusing on supporting local communities and fostering a spirit of giving during the festive season.