MAM
TACO BELL BREAKS THE BORING WITH CHICKSTAR WRAP AND #ITSTHENEW
MUMBAI: The #foodie millennial generation in India has been flocking to Taco Bell stores in India all year to relish new twists to their favourite food, such as the Naked Chicken Taco and the Crispy Potaco. For its third product launch in India, Taco Bell went bigger and bolder; and leveled up the customer’s food experience from the standardized fast food burgers, sandwiches and wraps.
Taco Bell announced the launch of its latest product innovation ‘Chickstar Wrap’, a unique form of star shaped tortilla, filled with crispy chicken, delicious veggies and signature sauces from the house of Taco Bell. This new product innovation has already proved to be a hit with anyone who enjoys a good burger or sandwich.
The Chickstar Wrap is unique right from its shape to the taste to the ingredients, that it deserved a launch campaign that was unlike any other food type. The brand has joined their consumer base in facing the unshakeable personal small-talk question of “Aur bata, what’s new?”.
The campaign was conceptualized by Taco Bell’s agency on record Ogilvy Delhi.
Expressing his excitement on the new product launch, Ankush Tuli, Managing Director, Taco Bell – Asia Pacific, shared “As we continue to grow in number of restaurants and fan base, we stay committed to bringing new innovations to the Indian food scene. We are now excited to introduce a Taco Bell twist on the traditional chicken burger through the ‘Chickstar Wrap’. Following the successful launches of Naked Chicken Tacos and Crispy Potaco, we are confident that Chickstar Wrap will not only introduce consumers to new and bold flavors, but will also encourage the consumers to try never before seen formats in the out-of-home food category.”
Gaurav Burman, Director of Burman Hospitality said “2018 has been an exciting year for Burman Hospitality – we have successfully launched some unique and admired products and have opened new stores across Delhi NCR, Bangalore, Hyderabad, Chennai, Chandigarh and Mysore. Together with Taco Bell, we are bullish on continuing this expansion and leading our category with new ideas, innovative products and immersive food experiences in 2019.”
Sidharth Shukla, Vice President & Head of Digital, Ogilvy Delhi elaborates on the campaign, “Our insight was based on the fact that for our target audience trying out experiences is essential. It comes out of a ‘want’ to discover new things and equally from a realization that there is nevertheless a certain rut which has seeped into day to day life. An embodiment of these feelings, we felt, was reflected in the numerous “What’s up?” or “Aur Bata” questions that we receive as we go about our day – The Chickstar Wrap here is the symbolic answer, counter and comeback to this question – putting a new spin from both a format and a taste perspective to a food item which has largely remained unchanged since we have known it. The
film remains true to the Taco Bell style that we are now so familiar with – slices of life, witty, young, all of which add to making it very relatable to the audience we wish to engage with.”
The campaign is titled #ItsTheNew and is launched with a digital film that brings alive the need to welcome and experiment the new – by veering away from mundaneness in life. Taking a crack at one of the most customary questions ‘Aur Bata, What’s New’ – the film nudges the audience with ‘Chickstar Wrap’ as an answer to the question. The 55 seconds film opens in an office setup, where the protagonist is seen weary and bored with the monotony of life. Lacking exhilaration, the protagonist often slips into an internal monologue wherein he finds himself exasperating on the sameness of life – starting from the same age-old burgers, to SMS forwards, to fake smiles and everything around him. The film concludes with the protagonist and his colleague relishing and indulging in the ‘Chickstar Wrap’ – for it is the new in life and ends with the tagline #ItsTheNew. You can watch the digital film here.
Brands
Radio City names Brijesh Magoo as national brand solutions head
Former Ishq FM programming lead to drive creative and revenue strategy
MUMBAI: Radio City India has appointed Brijesh Magoo as national head for brand solutions, strengthening its creative and content-led offerings as it looks to deepen advertiser engagement.
Magoo steps into the role after a brief stint as consultant for creative solutions at Radio City, where he worked on shaping integrated brand propositions. In his new position, he will lead the network’s creative solutions arm, focusing on building branded content, driving revenue opportunities and enhancing client partnerships.
He brings with him over a decade of experience across radio programming, content strategy and creative leadership. Most recently, he served as national programming head at Ishq 104.8 FM, where he led content strategy and programming initiatives at a national level.
During his time with Ishq FM, Magoo held multiple leadership roles, including national creative lead and head of programming, as well as programming head for Mumbai. His work spanned content development, audience engagement and format innovation, helping shape the station’s identity in a competitive radio landscape.
Prior to this, he spent six years at Red FM, rising from executive producer to assistant programming head, where he honed his skills in creative direction and on-air content strategy. He also had a brief stint as head of copy at Jack in the Box Worldwide, adding an agency perspective to his portfolio.
Magoo is an alumnus of Mudra Institute of Communications Ahmedabad, where he specialised in creative communications, and holds a degree in management studies from University of Mumbai.
His appointment signals Radio City’s continued focus on content-driven brand solutions, where storytelling and advertising increasingly go hand in hand. As audio platforms evolve beyond traditional broadcasting, Magoo’s blend of programming and creative expertise could help the network tune into new growth frequencies.
