Haldiram’s reveals meaning behind ‘Acche Din Aane Wale Hai!’ activation campaign

Recently Haldiram put up billboards with the slogan “Acche Din Aane Wale Hai!” across Lucknow and Gorakhpur. The interest that sparked on the streets of Lucknow and Gorakhpur has found its answer. While the bright red billboards carrying the simple yet strong message, “Acche Din Aane Wale Hai!” had led people to decode the message on diverse fronts, Haldiram’s has revealed that the messaging was pointed towards their extensive expansion, with new outlets planned to open in Lucknow and Gorakhpur.

More than merely a slogan, “Acche Din Aane Wale Hai!” in Haldiram’s words, describes sharing joyous moments daily for varying celebrations like family gatherings, friendly get-togethers for evening snacks, festivities, etc. The opening of the new outlets underscores the brand’s dedication to increasing accessibility to the emerging markets across the country.

The teaser campaign notably intrigued spectators. With no explanation accompanying the billboards, residents of Lucknow and Gorakhpur were left wondering what the billboards meant. The reveal now connects that anticipation to a concrete development that consumers can experience firsthand.

Speaking about the development, Rajiv Singh, Head of Growth and Marketing, Haldiram’s QSR chain, said, “When we launched the ‘Acche Din Aane Wale Hai!’ campaign, we aimed at sparking conversations among the residents. With the announcement of the new outlets, we are building on our decades-long legacy, which has paved a concrete path for us to expand even more strongly in emerging markets beyond metro cities across the country. We are delighted to see Lucknow and Gorakhpur playing a crucial role in our efforts, from being the first cities to witness the campaign to now becoming key destinations in our expansion plans.”

The expansion is timed appropriately with increasing consumer demand for quality food brands, dining options with a diverse menu, and high-quality products across emerging markets. Bolstering its retail presence, Haldiram’s aims to serve a larger audience with quality, familiar taste that has defined the brand for years.