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Bikaji introduces Amitabh Bachchan as brand ambassador
MUMBAI: 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 conceptualising 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 wants millennials to rediscover and celebrate their culture through everyday snacking. Growing rapidly in India and globally under the leadership of CEO and Director Deepak Agarwal, Bikaji Foods International Ltd is also looking to expand into ready-to-eat and frozen foods.
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 expand Bikaji’s boundaries. Bikaji is a favourite among Indian snack lovers and we hope to enhance the brand appeal to young people across 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 youth to enjoy ethnic snacking. Amitji is loved by the masses and the classes, so he’s the best choice to deliver the message in a fun and entertaining way.”
The TVC shows Amitabh Bachchan enjoying Bikaji’s ethnic Indian snacks wherever he goes. His love for Indian snacks is underscored not just while travelling but 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 partners to come on board and connect with the brand.
MAM
WPP appoints Estée Lauder’s Anne-Isabelle Choueiri as chief transformation officer
Former Estée Lauder executive to lead operations, technology and culture overhaul under WPP’s three-year growth plan
LONDON: WPP has appointed Anne-Isabelle Choueiri as chief transformation officer in a newly created role tasked with delivering the group’s Elevate28 strategy.
Choueiri joins from The Estée Lauder Companies, where she led enterprise-wide strategic initiatives, including the “One ELC” operating model and major upgrades to enterprise marketing, data and analytics capabilities. She also led the redesign of enterprise technology teams and served on the company’s AI taskforce, driving AI strategy, adoption and value realisation across the business.
At WPP, she will be responsible for designing, implementing and embedding the operating model behind Elevate28, the company’s three-year growth plan unveiled in February 2026. She will lead efforts to improve innovation, efficiency and integration across WPP’s client offerings, with a focus on delivering agile, outcome-driven solutions and measurable growth.
Choueiri will oversee organisational transformation across the group, working closely with product and enterprise technology teams to deploy AI, data and technology to build new capabilities and improve operational performance. She will also work with the people function to embed cultural change, strengthen an agile performance mindset and support talent development across the organisation.
Before joining Estée Lauder, she held senior roles across consulting and digital agencies, including at Accenture, Masaï (a Bain & Company spin-off), and Kearney, with experience spanning strategy, data and digital marketing transformation.
Cindy Rose, chief executive officer of WPP, said Choueiri brings a strong track record of leading large-scale transformation across operations, technology and culture, adding that her appointment will help accelerate the group’s next phase of growth under Elevate28.
Choueiri said WPP’s strategy represents an ambitious opportunity to reshape how the company operates and delivers for clients, adding that she looks forward to building integrated solutions and fostering a culture of innovation and change.
She will be based in New York and will join WPP’s executive committee.
