Ad Campaigns
Lintas designs Burger King’s Whopper TVC
MUMBAI: Burger King India, the renowned International fast food franchise launches its first ever TVC, with an aim to establish its signature product, the “Whopper”, as the unequivocal leader in the market. The campaign conceptualised by Lowe Lintas Mumbai and the film, directed by Kishore Iyer (Nirvana Productions), is primarily targeted to India’s millennial generation, and will aim to strengthen brand awareness.
The ad started on 12 May and will be extended across the digital medium. The new integrated campaign will have a multi-pronged approach, with reach on TV, in-store and across digital and social platforms.
In its quintessential authentic tongue-in-cheek style, the TV spot opens with a group of teenagers trying to guess at the correct pronunciation of the Whopper. With this typical style, Burger King subtly concedes that the Whopper is often mispronounced in India. However, the spot goes on to take a good-humoured dig that it doesn’t matter what how a guest pronounces the Whopper, so long as it is not called a burger, because the Whopper is indeed bigger than the average Burger. Burger King aims to extend this creative thought in many further interesting ways through on-ground activations and innovations.
Raj Varman, Chief Executive Officer, Burger King India said, “The Whopper is inimitable and bigger than a quintessential burger in both flavour and size. This is exactly what we wanted to impress upon in this campaign. Our guests absolutely love the Whopper and give us credit for offering a BIG product at an affordable price. It is truly value for money to get this great tasting, high-quality, super-sized Whopper starting at just Rs. 109. This commercial is a great combination of a real consumer insight and a powerful product differentiator. The insight in connected to our brand philosophy of your way and encouraging people to be their true self. We had done extensive research to land on the most powerful differentiator for the Whopper, which is the fact that it is bigger than any comparable burger at that price and that’s the central idea of this TVC.”
Burger King will launch a limited time offer, in time for the campaign, where a full Whopper meal with fries and Pepsi will be available starting at only Rs. 99 (plus taxes).
Arun Iyer, Chairman & CCO Lowe Lintas said: “Whopper” is the flagship product of Burger King, globally. The brief was to launch this flagship product in India by telling the millennials this truth “It’s not a burger, it’s a whopper” while keeping it in sync with the brand philosophy of “your way”. However the challenge for us from the India context was two fold – “Whopper”, the word, is not used enough plus we needed to bring alive the brand philosophy (of Your Way) for the Indian millennial. That’s when we noticed the Indian truth for the Whopper- it was mispronounced a lot thanks to the way the spelling reads. We felt this ‘mispronunciation’ was an opportunity to leverage wherein the brand accepts millennials as they are and also demonstrates its ability to laugh at its own reality of people mispronouncing the whopper, hence the idea of “call it whatever, never a burger”. This not only landed the brand philosophy but also delivered on the core attribute of ‘authenticity’ that the brand has at its core.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
