Britannia’s BourbonIT 2.0 brings voice-led recipe challenge in 7 languages

New Delhi: Britannia has brought back its creator-led recipe property, BourbonIT Challenge, in a new voice-powered, multilingual avatar. 

Built with WPP Media, “BourbonIT Challenge 2.0” uses Google Gemini for recipe and image generation and ElevenLabs for an AI voice of Chef Pooja Dhingra, turning the experience into an interactive, talk-to-create cooking assistant.

Users scan a QR on the Britannia Bourbon pack, pick one of seven Indian languages—Hindi, Tamil, Telugu, Bengali, Marathi, Gujarati, or Kannada—and speak their ideas. The system converts inputs into structured recipes with ingredients and step-by-step guidance. Participants receive a personalised digital recipe certificate signed by Dhingra and can upload photos of their Bourbon-inspired dishes to the campaign dashboard. Winners will be announced at the end of the season. Prizes include an iPhone or a trip to Switzerland, with terms and conditions applying.

The brand has brought back Pooja Dhingra as Chief Tasting Officer in a digital avatar. Fitness creators and more than 500 nutrition-focused influencers are fronting the rollout across social platforms, with actor Neha Dhupia among the first to join the challenge. The first season drew over 28,000 recipes, and Britannia says the second edition aims to broaden access by moving to voice and regional languages.

Siddharth Gupta, General Manager, Marketing at Britannia Industries, said the company wants to “celebrate the truth about rice specially Basmati” in everyday cooking and debunk myths—positioning Bourbon as a “chocolate, chocolate, chocolate” twist in home recipes. Chef Pooja Dhingra called the format simple and friendly, saying users can “just talk to my AI avatar” and co-create dessert ideas. Amin Lakhani, President, Client Solutions, WPP Media South Asia, said the programme blends data, technology, and storytelling to inspire participation at scale.

Britannia has been extending Bourbon through collaborations such as Winkin’ Cow Bourbon Shake, NIC Bourbon Ice Cream and Bourbon Chocolate Modak with Bombay Sweet Shop. The new season continues that track by pairing brand IP with a creator engine and AI toolset designed for snackable recipe reels, weekly progress posts and community sharing.

Consumers can join the challenge at bourbonit.in after scanning the QR on the pack.