Food brand Boss Burgers launched the #HitHaiBOSS campaign on Instagram by taking a leaf out of Bollywood movies and adding a foodie’s twist to some of the best-known and widely remembered dialogues.
The brand used Instagram reels to pay homage to some of the timeless ‘boss’ moments and ‘boss’ people from the Indian film industry.
Each reel is dedicated to one of the brand's offerings. 'Sara sheher mujhe Loin ke naam se janta hai - Tenderloin', is for its signature Tenderloin Burger.
'Mona tum zara side hona, ab hamari zindagi main Lucy aa gayi hai' brings the spotlight on the the Juicy Lucy Mutton Burger, while the Holy Guacamole Burger was linked to Gabbar’s dialogue, ‘Holi Kab Hai?’.
The brand roped in actor Ajit Khan’s son, Shehzad Khan, to feature in a reel, co-starring the Tenderloin Burger.
As per the brand, the campaign reached 10+ million Instagram users, which led to Boss’ decision to go regional, and capture the fancy of Sandalwood audiences with famous Kannada dialogues.
Alexander Valladares, Chief Marketing Officer, Impresario Handmade Restaurants, said, “Boss Burger has always been a dramatic, over-the-top burger, bundled with a lot of quirk. Right from its corrugated hard box packaging with fun messaging to the unique flavours, our burgers come fully loaded with crispy patties, flavourful sauces and more - they are generous and messy in the best way possible. The campaign came alive, paying an ode to renowned Bollywood dialogues through Instagram reels. Reels have currently got people hooked so we thought - why not leverage that?”
Roshni Kavina, National Creative Head, Impresario Handmade Restaurants, said, "Reels are a part of our everyday reality. They are addictive and are curated entertainment shorties at our thumb tips. Merging entertainment with hospitality is what we ace here at Impresario, so promoting Boss Burgers on the most engaging platform was an obvious choice. Reels might not have the reach of television commercials but they certainly have no spill overs, engage the exact audience we want to target, are cost-effective and with a little bit of planning they can be extremely effective for brand growth. Our fresh approach for the Boss Burger campaign not only spiralled into thousands of engaging and personalised approaches to our brave story but our customers took ownership of it. Exactly what we wanted. Reels are the new commercials and we are happy to be one of the first ones to ride that wave in the Indian markets.”
For the campaign, Boss Burger engaged creators from various fields such as food, fashion and even fitness. From celebrities to VJs to Youtubers, to nano and micro influencers, everyone came together to give their own twist to Boss Burger's custom dialogues.
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