Bisk Farm, the renowned biscuit and bakery brand under Saj Food Products, has enlisted actress Rashmika Mandanna as its brand ambassador. This strategic move is geared towards enhancing the brand’s nationwide reach and specifically targeting the southern Indian markets. Rashmika Mandanna will represent the ‘RUSKIT Brand,’ showcasing a diverse selection of crispy baked toasts across four variants.
Bisk Farm is actively consolidating its presence in the Rusk category, a key driver of the company’s overall revenue. By capitalizing on the opportunity to enhance the local Rusk with a touch of pedigree, BISK FARM RUSKIT has effectively gained substantial popularity among Indian consumers.
Vijay Singh, managing director of Bisk Farm, said, “We are delighted to welcome Rashmika Mandanna to the Bisk Farm family as our Brand Ambassador. Her undeniable charm and widespread appeal perfectly embodies the spirit of Bisk Farm – a brand synonymous with fun, freshness, and deliciousness. Her strong connection with the millennial audience makes her the perfect choice to represent our brand and further strengthen our presence in key markets. We look forward to an exciting journey with Rashmika as a key partner in shaping the narrative and engaging with consumers on a deeper level across the nation for substantial revenue growth.”
SAJ Food Products aims to attain a revenue of INR 5,000 crore by FY29, in line with its vision to transform its flagship brand, BISK FARM, into a truly national brand.
In conjunction with this announcement, Bisk Farm has also revealed an engaging 360-degree campaign that celebrates the perfect pairing of RUSKIT’s satisfying crunch with Rashmika Mandanna’s versatility and playful charm. The campaign introduces the celebrated actress as the protagonist named Meena Bhai—a feared don terrorizing a busy market. Taking viewers on a hilarious journey, Meena Bhai unveils magic in every cup with #TheresNoTeaWithoutRUSKIT.
Focusing on establishing a nationwide presence, SAJ Food is actively preparing for extensive market penetration, with a particular emphasis on pivotal markets in Karnataka and other southern states. In pursuit of its growth objectives and an extended footprint, SAJ Food inaugurated its sixth facility in Bengaluru, Karnataka, in March 2022.