Kolkata: Prabhuji Pure Food the New generation of Haldiram Bhujiawala Ltd, a snack brand in India, ropes in Superstar Shah Rukh Khan as its brand ambassador. The announcement is strategically timed as Prabhuji Pure Food embarks on a new journey with its new positioning ‘Bas Mauka Chahiye Ji’, attempting to bring out moments that celebrate snacks and mithai anytime, anywhere!
For over 100 years, Haldiram Bhujiawala Ltd has emerged as a household name for ready to eat snacks and mithais in India. What began as a small-town enterprise in India is today a global phenomenon. Since the formative years, something that stayed constant was the value of keeping the tradition and quality intact. The brand is committed to being a market leader in the Indian namkeen and mithai category.
Prabhuji Pure Food has been tantamount to nostalgia as their assorted range of namkeen and mithais have been consumed across generations. Celebrating these delicacies that time travels us to childhood, ‘Bas Mauka Chahiye Ji’ underlines the brand’s efforts in inspiring people to look for excuses to binge eat on Prabhuji Pure Food anytime around the clock! The new positioning sheds light on every occasion that one can seize to include Prabhuji mithai and namkeen in their day-to-day consumption pattern. Aligning to the brand’s philosophy of providing nothing short of purity, the brand’s new campaign comes together with the boundless energy of Shah Rukh Khan, who stands synonymous with the essence of Prabhuji Pure Food.
Speaking about the association with Shah Rukh Khan, Chairman & Founder, Prabhu Shankar Agarwal and Managing Director Manish Agarwal said “We are thrilled to have Shah Rukh Khan on board as the newest member of the Prabhuji Pure Food family. We have our categories ranging from Indian sweets, snacks, baked items and our standalone QSR restaurants – and we needed a brand ambassador who assimilated well with the vision of our brand. Prabhuji namkeen and mithai has been an integral part of every Indian household just like Shah Rukh Khan. The fact that both our connect and acceptance cuts across generations is what makes this association perfect!”
Further, they added, “The traders have been working tirelessly towards the mission of propagating and making Prabhuji Pure Food reach every Indian house. Having revamped the brand and including SRK in our family makes them elated as they believe this collaboration will effectively drive a strong consumer connection, all thanks to the unparalleled love he derives from the entire nation!”
