Taco Bell introduces 'the new' in latest campaign for Chickstar Wrap

All of us have, at least once in life, fallen susceptible to the dreaded question, ‘Aur bata, what’s new?’, to engage in small talk. Taco Bell, along with Ogilvy Delhi, takes a dig at this customary question in its new campaign.

The 55-second 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.

Ankush Tuli

Commenting on the new launch, Ankush Tuli, Managing Director, Taco Bell, Asia Pacific, said, “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 to 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.”

Sidharth Shukla

Elaborating on the idea behind the campaign, Sidharth Shukla, Vice-President and Head of Digital, Ogilvy Delhi, said, “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 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 Digital Film:

Credits:

Client: Taco Bell India

Agency: Ogilvy Delhi

Vice-President and Head of Digital: Sidharth Shukla

Associate Vice-President: Namita Koshy

Planning Director, Digital: Karan Rana

Senior Digital Strategist: Tanmay Zalpuri

Senior Creative Director: Abhishek Gupta

Associate Creative Director: Vikram Singh

Copy Supervisor: Adyasha Tomar

Copy Supervisor: Rohit Singh

Senior Art Director: Akshay Dhingra

Account Director (Social) and Influencer Management Lead: Gaganpreet Kaur

Account Supervisor (Social): Prateek Pandey

Senior Visualiser (Social): Kunal Singh

Management Supervisor: Aakanksha Zariwala

Account Supervisor: Ajiteshwar Singh 

Production House: Method Productions

Director: Nikhil Chalam

Producer: Harshvardhan Kumar

Info@BestMediaInfo.com