AMITABH BACHCHAN AND A CURIOUS ROBOT BRING FRESH TWIST TO BIKAJI CAMPAIGN

Bikaji Foods International has unveiled a new campaign featuring Amitabh Bachchan, created by Mumbai agency 3 Brothers & Fils. Directed by R Balki, the film introduces Robo Ji, whose curiosity about Bachchan’s favourite snack drives the story. The campaign adds a playful new dimension to the popular “Amit Ji Loves Bikaji” platform.

Bikaji Foods International has returned to screens with a fresh chapter in its advertising journey, once again featuring Bollywood legend Amitabh Bachchan, but this time with an unexpected companion at the centre of the story: an inquisitive robot named Robo Ji.

Created by Mumbai-based agency 3 Brothers & Fils (3BF), the new campaign revives the well-known “Amit Ji Loves Bikaji” platform while introducing a playful narrative twist designed to deepen consumer engagement with the brand. The campaign builds around a simple yet intriguing premise: Robo Ji becomes increasingly fascinated by Amitabh Bachchan’s favourite snack, setting off a chain of events driven by curiosity and discovery.

The film blends humour, celebrity appeal and light-hearted storytelling, elements that have long been central to successful fast-moving consumer goods (FMCG) advertising in India. By pairing one of the country’s most recognisable personalities with a novel robotic character, the campaign seeks to create a memorable viewing experience while reinforcing Bikaji’s connection with consumers.

According to the agency, bringing the campaign to life was a particularly enjoyable creative process for the team. The story hinges on Robo Ji’s determination to uncover the secret behind Bachchan’s preferred snack choice, inviting audiences to follow the character’s journey and discover where that curiosity ultimately leads.

The campaign has been directed by acclaimed filmmaker R Balki, whose distinctive storytelling style has earned him recognition across both advertising and cinema. His involvement adds a cinematic quality to the commercial, helping elevate what might otherwise be a straightforward brand message into an entertaining narrative.

At 3 Brothers & Fils, the campaign was led by agency heads Hem Parikh and Sagar Parikh. The creative team included KN Rajesh as Creative Director (Copy) and Ranjit Debnath as Creative Director (Art), with copywriting by Sanket Shah. The account management responsibilities were overseen by Taran Khetawat, supported by Yeti Shivalkar and Ronit Joshi on the mainline business, and Gauri Maiel on the digital side.

Production duties were handled by Hope Productions, which worked alongside the agency and director to translate the concept into a finished film that balances warmth, humour and brand recall.

The campaign arrives as brands increasingly look for fresh storytelling devices to connect with audiences in a crowded media landscape. While celebrity endorsements remain a powerful tool, marketers are also seeking innovative characters and narratives that can extend brand conversations beyond traditional advertising formats. Robo Ji appears to be Bikaji’s latest attempt to inject novelty into a familiar and successful brand proposition.

For Bikaji, the message remains clear. Amitabh Bachchan’s association with the brand continues, but the addition of an inquisitive robotic character offers a new layer of entertainment and intrigue. As Robo Ji sets out to uncover the mystery of Amit Ji’s favourite snack, viewers are invited to join the adventure and rediscover a campaign line that has become closely associated with the brand: “Amit Ji Loves Bikaji.”