#ItsTheNew: Break The Boring Habits

To attract the #foodie millennial generation in India, Taco Bell launched its latest product innovation ‘Chickstar Wrap’, a star shaped tortilla, filled with crispy chicken, delicious veggies and signature sauces. The brand has joined their consumer base in facing the personal small-talk question, “Aur bata, what’s new?” The campaign was conceptualised by Taco Bell’s agency on record Ogilvy Delhi.

Says Sidharth Shukla, VP & Head of Digital, Ogilvy Delhi, “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 realisation that there is nevertheless a certain rut which has seeped into daily 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.  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.”

Titled #ItsTheNew, the campaign has been launched with a digital film that takes a crack at one of the most customary questions ‘Aur Bata, What’s New’, and nudges the audience with ‘Chickstar Wrap’ as an answer.

Ankush Tuli, Managing Director, Taco Bell – Asia Pacific said, “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 flavours, but will also encourage the consumers to try never before seen formats in the out-of-home food category.”

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.

Gaurav Burman, Director of Burman Hospitality said, added, ”2018 has been an exciting year for Burman Hospitality. 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.”