Cloud Kitchen brand Boss Burger from Impresario Handmade Restaurants has launched its first campaign inspired by iconic Bollywood dialogues. The campaign #HitHaiBoss aims at making the brand more approachable, relevant and relatable and targets Gen Z, millennials and food enthusiasts.
The brand has strategically collaborated with influencers from different fields like food, fitness, lifestyle to make entertaining reels with dialogues featuring the burger. Special offers are also being given which can be availed by the audience of each blogger. The campaign has a reach of 10 million-plus. They have also been leveraging user-generated content through the campaign by asking people to make their own version of these reels and the best ones will be featured on their page and avail special offers.
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Roshni Kavina
Speaking about the campaign to BuzzInContent.com, Roshni Kavina, National Creative Head, Impresario Handmade Restaurants said the initial idea was to make four brand films. However, they wanted to make the brand relatable and so came up with quirky versions of famous Bollywood dialogues and decided to use reels.
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Alexander Valladares
Alexander Valladares, CMO, Impresario Handmade Restaurants, said, “The burger is very dramatic, in terms of its flavours. It is loaded and playful, hence the association with Bollywood became very natural. We chose Bollywood dialogues that are evergreen, cut cross categories and relevant to even the Gen-Z.”
Valladares stated that in the past two years, ‘delivery’ has emerged as an important vertical for the Impresario Handmade Restaurants. The purpose of this campaign was to take a brand like Boss Burger and establish it as a delivery brand. Boss Burger has been there for over a year but now that they have expanded into several cities, they thought it is the right time to launch this campaign.
Kavina said, “There are so many burger brands out there that keep coming up every now and then, but we want Boss Burger to stay in people’ minds as something unique, therefore the Bollywood angle. We want people to have the brand connect.”
In order to achieve that, they made a conscious decision to make the burger the side character and not talk about its making, but instead, let people have fun with it. They came up with lines like 'Mona tum zara side hona, ab hamari zindagi main Lucy aa gayi hai' to highlight the Juicy Lucy Mutton Burger. ‘Holi Kab Hai? from Sholay highlighted the Holy Guacamole Burger.
According to Valladeres, the campaign has performed well across cities, and they are receiving close to 100 entries from audiences for each dialogue. However they have noticed a spike in Bangalore. This has prompted them to introduce regional legs of the campaign targeting those regional markets specifically.
The campaign has been developed and executed by the in-house marketing team at Impresario Handmade Restaurants.
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