Bikano calls for 'Justice for Soan Papdi'; turns to content to discourage re-gifting Soan Papdi

As the festive fervour sweeps across the nation, Bikano, the Indian sweets and snacks brand, has launched the "Justice for Soan Papdi" campaign using engaging content and social media interactions.

The campaign brings a fresh perspective to the age-old tradition of gifting, aiming to create a ripple effect of joy and laughter.

This innovative campaign focuses on changing the narrative around Soan Papdi, a beloved Diwali sweet that often finds itself re-gifted.

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 sweetness.

In a bid to further enhance consumer experience, Bikano has collaborated with over 50 influencers and is planning collaborations with e-commerce portals.

Manish Aggarwal, Director, Bikano, Bikanervala Foods, said, "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, commented, "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 stay with our consumers. This campaign is a celebration of the bonds we share and the laughter we can create together.”