MUMBAI, 24 OCTOBER, 2023 (GPN): India, renowned for its rich and diverse culture, languages, and most notably, its deep-rooted affection for food and spices, boasts a culinary landscape as varied as its population. Seamlessly capturing this love for flavors and spices, Burger King India, one of the country’s fastest-growing Quick Service Restaurant (QSR) brands, has unveiled a new TVC campaign “Whopper: Swaad Aisa, India Jaisa’, which celebrates the Whopper which has been specially made to suit the Indian taste palate. 

Burger King has crafted multiple Whopper films to cater to different regions of the country. Each film shows the journey of a protagonist who like many others believe that Western QSR brands do not understand the meaning of Indian Swaad and their products are bland in nature. In the beginning of the TVC, the protagonist doubts the taste of the Whopper and post consumption enjoys the Whopper a lot as it fulfills all taste expectations. Regional music is used as a hook to build cultural context as well as an expression of taste. 

The TVCs will be aired in multiple languages, including Hindi, Gujarati, Kannada, Marathi, Bengali, and Telugu, in a nod to India’s diverse cultures and flavors. In addition to the television commercial, the campaign will be promoted through digital platforms, social media, digital influencers, out-of-home advertising (OOH) and in-restaurant displays.

With this campaign, Burger King has also introducing Glazed Premium Buns in the Whopper range. As part of continuous improvement, these Glazed Premium Buns not only add to the taste of the bun but also enhance the freshness. To encourage more guests to come try the Whopper at Burger King restaurants, the brand has also launched a Limited Time Offer in which the Extra Crunchy Veg Whopper is priced at Rs.129 instead of Rs.179 and Flame Grilled Chicken Whopper is priced at Rs.149 instead of Rs.199. This is a Dine In/Takeaway exclusive offer. 

Speaking about the campaign, Kapil Grover, Chief Marketing Officer said, “The Whopper served in India is unique and unlike any other in the world as it is customized to suit the Indian taste palate. Our new campaign, ‘Whopper: Swaad Aisa, India Jaisa,’ with its various regional edits perfectly embody our commitment of serving tasty food which meets guests’ taste expectations. With the launch of premium glazed buns, we want to give the best Whopper experience to our guests. We are also rolling out an invitational Price Offer for our Veg and Chicken Whopper to encourage more and more guests to try our unique Whopper which is unlike any other burger.”

 

Pravin Sutar, Head of Creative, Black Pencil said, “One thing that we all know is that Indians are very particular about their food. They don’t just want it to taste good, they want it to be a perfect match for their Indian taste buds. They crave that desi masala, those spices, perfect quantity and the crispiest crunch in every bite. Well, that’s exactly what Burger King’s Whopper offers. Our films capture the taste expectations of every Indian, and how Whopper transforms those expectations into reality in a truly Indian way. The music used in the films is not just a device, it’s got a regional twist to it that makes it the sound and feeling of satisfaction when Indians enjoy their favourite desi flavours in the Whopper. The vibe, the treatment, the swaad, everything is Indian for every Indian.”

Regional TVC links:

Kannada: https://youtu.be/5-JNB7Sm7ws?si=XIvU3m7C63T7E2fv  

Marathi: https://youtu.be/qTPwhWPPOtI?si=gRe_77wz2s9VH9ZD 

Telugu: https://youtu.be/ig4j6GeK_W8?si=FpJQ1PlavoybVugM 

Bengali: https://youtu.be/5mp1rsib3ns?si=68Z1nen2aZkXu-wo 

Credits

Burger King India

Kapil Grover, Prashant SUkhwani, Dilip Varu, Sanman Sawant & Harleena Bhela

Agency – Black Pencil

Creative:

Vikram Pandey – NCD

Pravin Sutar – Head of creative

Srishty Kamboj – ACD (Copy)

Kshitija Raut – Art Director

Anushree Agarwal – Senior Art Director

Kartik Iyer – Copywriter

Planning:

Somdatta Roychowdhuri – Brand Strategy Director

Account Management:

Sushma Singh Vivek – EVP

Arabind Verma – VP

Adesh Jain – Brand Services Director

Chandramoy Ghosh – Sr. BSA

Director: Luv Kalla

Production House: Qissè Films

ABOUT Restaurant Brands Asia Limited (formerly known as Burger King India Ltd) brand in India

Restaurant Brands Asia Limited (formerly known as Burger King India Ltd) embarked on its journey in 2013 and since then it has become the fastest growing international QSR chain in India during the first five years of its operations based on the number of restaurants. As the national master franchisee of the BURGER KING® brand in India, it has exclusive rights to develop, establish, operate and franchise Burger King branded restaurants in India. The master franchisee arrangement provides

RBA with the ability to use Burger King’s globally recognised brand name to grow business in India, while leveraging the technical, marketing and operational expertise associated with the global

Burger King brand. RBA through its subsidiaries in Indonesia runs the national master franchisee of the brand BURGER KING® and brand Popeye’s® in Indonesia, it has exclusive rights to develop, establish, operate and franchise Burger King and Popeye’s in Indonesia.

For more information, please visit www.burgerking.in

ABOUT THE BURGER KING® brand worldwide

Founded in 1954, the BURGER KING® brand is the second largest fast food burger chain in the world. The original HOME OF THE WHOPPER®, the BURGER KING® system operates more than 15,000 locations in approximately 100 countries and U.S. territories. Almost 100 percent of BURGER KING® restaurants are owned and operated by independent franchises, and many of them are family-owned operations that have been in business for decades. The BURGER KING® brand is owned by Restaurant Brands International Inc. (TSX,NYSE:QSR), one of the world’s largest quick service restaurant companies with more than $23 billion in system sales and over 19,000 restaurants. To learn more about the BURGER KING® brand, please visit the BURGER KING® brand website at www.bk.com or follow us on Facebook and Twitter.