Haldiram’s has revealed that its teaser campaign, ‘Acche Din Aane Wale Hai!’, was aimed at announcing the quick-service restaurant (QSR) chain’s expansion into Uttar Pradesh with new outlets planned in Lucknow and Gorakhpur.
The campaign, which featured billboards carrying only the slogan without any explanation, generated widespread curiosity among residents of both cities, sparking speculation about its meaning. The company has now confirmed that the message was a teaser for its upcoming expansion plans.
According to Haldiram’s, the new outlets are part of its broader strategy to strengthen its presence in emerging markets beyond India’s metropolitan cities, reflecting the company’s focus on expanding its retail footprint across high-growth locations.
Rajiv Singh, Head of Growth and Marketing at Haldiram’s QSR chain, said the campaign was designed to start conversations among local consumers before unveiling the expansion. He added that the opening of new outlets builds on the brand’s decades-long legacy and reinforces its commitment to growing in tier-II and emerging cities.
“We wanted to spark conversations among residents through the ‘Acche Din Aane Wale Hai!’ campaign. With the announcement of the new outlets, we are strengthening our expansion into emerging markets beyond metro cities. We are delighted that Lucknow and Gorakhpur have become key destinations in our growth journey,” Singh said.
The expansion underscores Haldiram’s continued investment in India’s organised food service sector, where leading QSR brands are increasingly targeting smaller cities amid rising consumer demand, higher disposable incomes and changing dining preferences. The company expects the new outlets to further strengthen its presence in North India while bringing its range of snacks, sweets and dining offerings to a wider customer base.