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?”.

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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.”

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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.

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