Bisk Farm, a renowned biscuit and bakery brand, has recently announced its collaboration with popular actress Rashmika Mandanna. The partnership aims to promote Bisk Farm’s ‘Ruskit Brand,’ which offers a delectable range of crunchy baked toast. With this association, Bisk Farm aims to strengthen its position in the Rusk category and expand its presence across India, particularly in southern states like Karnataka.
Rashmika Mandanna’s vibrant personality and strong connection with the millennial audience make her an ideal choice to represent the brand and engage with consumers on a deeper level. Mandanna’s association with Bisk Farm reflects the brand’s commitment to bringing joy and happiness to consumers through its delicious range of products.
Bisk Farm has been focusing on strengthening its position in the Rusk category, which has been a significant contributor to the company’s total revenue. By adding pedigree to the local Rusk, Bisk Farm Ruskit has successfully made deep inroads into the Indian market, capturing the taste buds of consumers. The collaboration with Rashmika Mandanna is expected to further enhance the brand’s presence and popularity in key markets.
To celebrate this collaboration, Bisk Farm has launched a 360-degree campaign that highlights the perfect pairing of Ruskit’s satisfying crunch with the actress’s versatility and playful charm. The campaign features Mandanna as the protagonist named Meena Bhai, a feared don terrorising a busy market. The humorous campaign takes viewers on a journey where Meena Bhai reveals the magic in every cup with #TheresNoTeaWithoutRuskit. The tagline perfectly captures the essence of the campaign, emphasising how Ruskit’s irresistible flavours and satisfying crunch complement a perfect cup of tea.
With an eye on achieving a pan-India presence, Bisk Farm aims to penetrate deeper into the market, with a special focus on key markets in Karnataka and other southern states. The brand’s parent company, SAJ Food Products, aims to transform Bisk Farm into a truly national brand and achieve a revenue target of Rs 5,000 crore by FY29. To support its growth ambitions, SAJ Food commissioned its sixth facility in Bengaluru, Karnataka, in March 2022.
RTM Watch’s Take
The collaboration between Bisk Farm and Rashmika Mandanna is a strategic move to leverage the actress’s popularity and connect with the millennial audience. With her infectious energy and widespread appeal, Mandanna is expected to enhance the brand’s visibility and market presence. The 360-degree campaign, featuring the perfect pairing of Ruskit’s crunchiness with Mandanna’s charm, is likely to resonate well with consumers and create a strong brand recall. Bisk Farm’s focus on the Rusk category and its expansion plans indicate a commitment to innovation and growth in the FMCG sector.
