Move over Gucci and Manish Malhotra, Karan Johar and Ananya Panday just dropped their most unexpected collab yet—Rajdhani Besan. Yep, the duo who’s usually serving couture and luxury is now serving… pakode.
If you’re scratching your head, you’re not alone. But let’s break this down from a marketing POV, because this move is as crispy as those golden pakoras in the ad. 🍳
The Plot (Yes, There’s a Plot):
Picture this: Karan Johar being his flamboyant, larger-than-life self on a film set, yelling “Cut!” Ananya Panday, all Gen-Z energy, enters stage left. Johar casually calls for pakode during the break (because why not?), and Ananya—being the weather connoisseur she apparently is—questions, “Pakode without rain? Are you mad?”
Cue artificial rain on the set (the budget of this ad is showing, btw 💸), and voilà! Everyone’s chomping on crispy pakode made with Rajdhani Besan.
It’s equal parts bizarre and brilliant. Let’s get into why this works.
Why This Campaign Is Spicy AF:
1. Breaking the Luxury Bubble:
KJo and Ananya aren’t names you’d associate with everyday kitchen essentials like besan. And that’s exactly why this slaps. It’s unexpected. It grabs your attention in a “Wait, what?” kind of way. 👀
Rajdhani Foods is saying, “Hey, besan is as cool as designer bags.” And honestly? Mission accomplished.
2. The “Relatability” Play:
Karan and Ananya doing something as desi as eating pakode in fake rain? It’s relatable gold. ✨ These two may live in mansions and fly private jets, but in this ad, they’re channeling the same vibes as us when the monsoons hit, and we’re frying up snacks in the kitchen.
It’s an aspirational-meets-relatable mix that brands dream of.
3. Nostalgia + OTT Energy:
Rain and pakoras are an iconic Bollywood trope, and adding artificial rain amps up the drama (because it’s KJo, duh). They’ve tapped into nostalgia while making it hilariously over-the-top—and that’s a vibe millennials and Gen Z can’t resist.
From a Branding Perspective:
This isn’t just about besan—it’s about the brand story.
• Rajdhani Foods is no longer just a pantry staple; it’s becoming part of the cultural zeitgeist. By roping in Bollywood heavyweights, they’re signaling: “Our besan is as premium as their wardrobes.”
• And for Karan and Ananya? It’s genius. It makes them look more approachable, more versatile. Like, yeah, they’re out here doing Yash Raj vibes, but they’ll also sprinkle some desi feels when needed.
Our Marketing Take:
Would we have believed Karan Johar and Ananya Panday are sitting at home making pakode with Rajdhani Besan IRL? Absolutely not. But does it matter? Nope. This ad is giving maximum drama, maximum recall, and that’s the whole point.
It’s got everything:
✅ Celeb power
✅ A quirky twist
✅ A connection to something every Indian can relate to
And let’s be real—by the time the fake rain started, we were already craving pakode. So, in terms of effectiveness, this campaign is chef’s-kiss. 👩🍳✨
Final Thoughts:
Is KJo the new face of desi cooking? Probably not. But as a moment marketing move, Rajdhani Foods nailed it. They took something as humble as besan and made it a whole cinematic event.
And now, the question is:
Should we start expecting other celebs to sell everyday essentials? Alia Bhatt for sugar? Ranveer Singh for mirchi powder? Honestly, we’re here for it.
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