To amplify its market presence, Bisk Farm, a frontrunner in India’s biscuit and bakery sector, has announced its collaboration with acclaimed actress Rashmika Mandanna. Mandanna, celebrated for her dynamic roles and captivating presence, is now the face of Bisk Farm’s ‘RUSKIT Brand’, a popular choice for tea-time snacks.
RUSKIT: A Flavorful Journey with Rashmika
RUSKIT, known for its crunchy baked toast available in four variants, aligns seamlessly with Mandanna’s vibrant persona. This partnership symbolizes Bisk Farm’s dedication to quality and innovation, propelling the brand towards becoming a household name across India.
A Strategic Move for Market Expansion
Bisk Farm’s focus on the Rusk category, a significant revenue stream, is reinforced by this collaboration. The introduction of Rashmika Mandanna, a figure with a strong millennial appeal, is expected to deepen the brand’s connection with a broader audience.
Vijay Singh’s Vision for Bisk Farm
Mr. Vijay Singh, Managing Director of Bisk Farm, shared his excitement about this partnership. He emphasized Mandanna’s alignment with the brand’s ethos of fun and freshness, and her role in enhancing Bisk Farm’s market presence and consumer engagement.
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Rashmika Mandanna’s Enthusiasm for the Role
Rashmika Mandanna expressed her eagerness to be part of Bisk Farm’s growth story. She resonates with the brand’s commitment to innovation and looks forward to connecting with her fans through Bisk Farm’s offerings.
SAJ Food Products’ Ambitious Growth Plan
SAJ Food Products, the parent company and India’s fourth-largest biscuit and bakery brand, aims to hit a revenue milestone of Rs 5000 crore by FY29. The enlistment of Rashmika Mandanna, affectionately known as “The National Crush of India,” is a pivotal step in transforming BISK FARM into a national brand.
A 360-Degree Campaign: Blending Humor with Branding
Coinciding with this announcement, Bisk Farm launched a comprehensive campaign featuring Mandanna as Meena Bhai, a comical character that adds a playful twist to the brand’s narrative. The campaign, centered around the tagline #TheresNoTeaWithoutRUSKIT, emphasizes the indispensability of RUSKIT in the tea-time ritual.
Focusing on Pan-India Presence and Expansion
With an eye on national expansion, SAJ Food is intensifying its market penetration, especially in Karnataka and other southern states. The inauguration of a new facility in Bengaluru in March 2022 marks a significant step in this direction.
A Recipe for Success
Bisk Farm’s collaboration with Rashmika Mandanna is more than a celebrity endorsement; it’s a strategic move towards market dominance. With innovative campaigns, celebrity charm, and a clear vision for growth, Bisk Farm is set to make significant strides in the FMCG sector.
