Mumbai: Bikano has become the official sponsor of team Dabang Delhi for the upcoming season nine of the Pro Kabaddi League.

Following this partnership, the Bikano logo will feature prominently on the right sleeves of team Dabang Delhi’s competition t-shirts this season. It will also splash across all in-stadium branding collateral and across ATL-BTL and digital branding as well.

Speaking about this partnership, Bikanervala Foods director Manish Aggarwal said, "This has been a blessed year for brand Bikano as markets are open and people are back to spending on snacks after two years of lockdown. In order to consolidate these good times, as a leading FMCG company, we are looking to spread awareness about our brand and products via diverse, aggressive marketing campaigns. And what could be better than being associated with the Pro Kabaddi League and, more specifically, the previous season's defending champions, Team Dabang Delhi? Kabaddi is a beloved sport in India, and the league has managed to win the hearts of millions of people across the world, so we decided to sponsor the original sport of India."

"The fact is that the Dabang Delhi team is in great form this year. It should therefore come as no surprise that Dabang Delhi was our first choice when we decided to extend our sponsorship to this league," Aggarwal elaborates.

Adding to it, Bikano head of sales Sanjeev Wadhwa said, "The popularity of the Dabang Delhi team is growing with every match and we are proud to be associated with the champions as their sponsor. We are confident that it will bring good visibility to our brand. This is because the famous Bikano logo will feature prominently on the right sleeves of Team Dabang Delhi’s competition t-shirts. It will also feature on all other in-stadium branding material, and all ATL-BTL and digital branding too."

He continued, "We are already running a high-frequency advertising campaign around our much-loved bestselling Bikano Bhujia across several prominent television channels, social media, and on-ground platforms. We intend to take the "#HumseBehtarBhujiaKoJaaneKaun" campaign to the next level with this sponsorship. This addition will help us further consolidate the brand awareness that we have created over the years. We are focused on connecting with our existing consumers and showcasing our Bhujia category to new consumers. We want to become the preferred choice among all our stakeholders and be part of every Indian family, be it in India or overseas."