Biscuit and bakery brand Bisk Farm, a flagship offering from Saj Food Products, has enlisted the acclaimed actress Rashmika Mandanna as its brand ambassador. This strategic move aims to elevate the brand’s visibility nationwide, with a particular emphasis on expanding its presence in South Indian markets. Rashmika will represent the ‘RUSKIT Brand,’ featuring a variety of crispy baked toast offerings.
Bisk Farm is directing its efforts towards consolidating its position in the lucrative Rusk category, a key contributor to the company’s overall revenue. Leveraging its pioneering position in enhancing the local Rusk’s pedigree, BISK FARM RUSKIT has successfully captured the taste buds of Indian consumers.
Vijay Singh, Managing Director of Bisk Farm, expressed delight at welcoming Rashmika Mandanna to the brand family, citing her charm and widespread appeal as a perfect embodiment of Bisk Farm’s values—fun, freshness, and deliciousness. Singh believes Rashmika’s strong connection with millennials makes her an ideal choice to represent the brand and contribute to its market presence.
SAJ Food Products envisions achieving a revenue of Rs 5,000 crore by FY29, aligning with its goal of transforming BISK FARM into a truly national brand. To mark this collaboration, Bisk Farm has launched an engaging 360-degree campaign, showcasing the delightful pairing of RUSKIT’s satisfying crunch with Rashmika Mandanna’s versatility and playful charm. The campaign, featuring Rashmika as the protagonist, Meena Bhai, unfolds with humour as Meena Bhai reveals the magic of RUSKIT in every cup, using the hashtag #TheresNoTeaWithoutRUSKIT.
Bisk Farm is set to embark on a comprehensive marketing campaign, aiming for deeper market penetration across Karnataka and other southern states. To support its growth ambitions and broaden its reach, SAJ Food commissioned its sixth facility in Bengaluru, Karnataka, in March 2022.