Bikano, India’s favorite snack and packaged food manufacturing company, had recently launched their latest TVC about how no matter where Indian children live, their bond with their parents and their Maa ke haath ka khana always remains strong. The TVC seems to have struck an emotional chord with the target audience, about Indians who reside away from home and crave wholesome homemade Indian food. The emotional way in which this message is rendered in the TV advertisement has connected strongly with them, evoking memories of the country and loved ones while spreading awareness about Bikano’s superior range of quality, ready-to-eat Indian frozen food range.
Regarding the TVC and its effects, Manish Aggarwal, director, Bikano, Bikanervala Foods, says, “For Indians, Maa ke haath ka khana is always the best, no matter where we go. And on all special occasions, we want to taste that wholesome goodness of homemade Indian fare. Since that’s not easy for people living abroad, Bikano has decided to bring ‘Maa ka Pyaar, Ma ka Dulaar’ wrapped in frozen packs of Bikano Punjabi Samosa, Bikano Shahi Paneer, Bikano Garlic Tandoori Naan and Bikano Paneer Pakoda. All they have to do is warm or fry them, as required, and suddenly the aromas wafting from your dining table will remind you of your mother’s kitchen no matter where you may live. We are glad that with this new TVC, we have touched the hearts of several Indians living far away from their mothers and hope they now know that they can count on Bikano’s frozen food range to satiate the craving for quality homemade Indian food.”
The TVC tells the story of a set of Indian parents trying to connect with their young son on his birthday, probably living far away, while the mother wishes she could again cook for him all the delicacies he loves. When they finally catch up on a video call, they ask him about the plans for his birthday. The son walks them over to the dining table to show a complete Indian meal, just like his loving mother used to cook for him every day. As the mother gets teary-eyed and wishes him ‘Happy Birthday’, a voiceover conveys the moment succinctly in the following words – “Bikano’s Frozen Food – Ma ka Pyaar, Ma Ka Dulaar aur Ma ke haatho ka swadisht khana, desh main aur desh ke bahar bhi.”
Bikano to increase their frozen pack sales
Dawinder Pal, head of marketing at the company, says, “Indian food is as essential to us Indians as our mother’s love. But, if you are living away from your home, having access to your favourite Indian meals is like a luxury. Observing this opportunity in the market, it has decided to develop an Indian ready-to-eat food range. So, if Indians want to indulge in some hearty, wholesome Indian meals now, they can get the entire range of the Bikano frozen foods that come with our brand promise of quality. With this heart-touching TVC, we want to deepen the awareness of this particular product line with our target audience and also hope to see an increase in our frozen pack sales.”
Pal also added how the company’s newest plant in Hyderabad was coming up to speed in terms of sales and distribution channels to ensure that their entire range of authentic Indian namkeen and sweet offerings are found at every store, market and mega-market not only in the North but also the South of India. With this foray into the southern markets, Bikano was concretizing its expansion plans in every direction possible.