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Taco Bell invites cheese lovers to experience #TheCheesyPull with its new Quesalupa

Conceptualised by Ogilvy Delhi, the digital campaign is based on the consumer insight that today’s generation is always on the go, and yet in the midst of it all, craves for some ‘me time’ where there is no intrusion

Click on the Image to watch the TVC.

Taco Bell, the Mexican inspired quick service restaurant brand, has announced the launch of Quesalupa and is all set to make its way into the hearts of cheese lovers.

Quesalupa is a unique crossover between a Quesadilla and a Chalupa. Crispy on the outside and cheesy on the inside, the Quesalupa has a crisp, yet chewy taco shell stuffed with a blend of mozzarella and cheddar cheese, topped up with fresh veggies and delicious sauces. The product also introduces a new pulled chicken protein to its consumers in India for the first time.

The USP of the product is its cheese pull. The moment consumers break open a Quesalupa, the magnetism of the cheese pull is sure to indulge them.

Emili Matsumura, Director of Marketing, 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 delighted to introduce the Quesalupa, which is yet another disruptive innovation from Taco Bell India, following the launches of Naked Chicken Taco, Crispy Potaco and Chickstar Wrap. Taco Bell is famous for its craveable Mexican-inspired food at an unbelievable value and so we are confident that consumers will enjoy the Quesalupa. Perfect not just for cheese lovers, but for everyone who enjoys trying new food formats and bold flavours.”

Building on the consumer proposition of uninterrupted indulgence, the brand has launched a digital campaign, which is based on the consumer insight that today’s generation is always on the go, and yet in the midst of it all craves for some ‘me time’ where there is no intrusion.

Sidharth Shukla, Senior Vice-President and Head of Digital, Ogilvy Delhi, said, “Our task was to introduce the Quesalupa, a unique product made only by Taco Bell. It's not a familiar word, just figuring out its pronunciation can be a mystery, and the fact that it isn't really a taco even though it is shaped as one (and is actually a chalupa). We strategically focused on Quesalupa being a new delight for cheese lovers, who are crazy about cheesy fries or cheese pizzas.”

“#TheCheesyPull idea is so simple and effectively ties in two truths seamlessly: One is that unlike cheesy pizza or fries which are shareables, the Quesalupa is an individualistic product — it occupies both your hands when you break it open for the delight of the cheese pull. The other is that in the age of distractions and short attention spans, millenial value 'me time' and hate any interruptions to that.”

The thought of the ‘pull you can’t let go’ forms the basis of Taco Bell’s new digital film, which stars popular web series actors Mithila Palkar and Dhruv Sehgal. The film sees our protagonist Dhruv walking down a street with a Quesalupa in his hands. He splits it open and is completely transfixed by the cheese pull when an old friend, played by Mithila, walks up to him. As is custom, she is all set to lean in to hug her friend but the Quesalupa is in the way. After a split second of confusion, Dhruv extends the Quesalupa’s signature cheese pull, and raises his arms to allow Mithila to lean in for a very awkward hug.

The all new Quesalupa is available at all Taco Bell stores across the country, and is priced at Rs 149, while the non-vegetarian variant with pulled chicken is priced at Rs 179.   

The TVC:


Client: Taco Bell India

Agency: Ogilvy Delhi

Sr. Vice-President and Head of Digital: Sidharth Shukla

Vice-President: Namita Koshy

Sr. Planning Director: Karan Rana

Group Head Planning: Ankur Khanna

Senior Creative Director: Abhishek Gupta

Creative Director (Copy): Seby John

Associate Creative Director (Art): Debasish Mondal 

Copy Supervisor: Adyasha Tomar

Art Director: Pratim Roy

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

Account Supervisor (Social): Prateek Pandey

Sr. Visualizer (Social): Kunal Singh

Management Supervisor: Aakanksha Zariwala

Account Supervisor: Khushboo Dixit

Account Supervisor: Ajiteshwar Singh

Production House: Roger That

Director: Nikhil Chalam

Executive Producer: Prasanna Bhende 

Producer:  Kimaya Bhende

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