Cloud Kitchen model Boss Burger from Impresario Handmade Restaurants has launched its first campaign impressed by iconic Bollywood dialogues. The campaign #HitHaiBoss goals at making the model extra approachable, related and relatable and targets Gen Z, millennials and meals fanatics.
The model has strategically collaborated with influencers from completely different fields like meals, health, way of life to make entertaining reels with dialogues that includes the burger. Special gives are additionally being given which could be availed by the viewers of every blogger. The campaign has a attain of 10 million-plus. They have additionally been leveraging user-generated content material by means of the campaign by asking folks to make their very own model of those reels and the very best ones shall be featured on their web page and avail particular gives.
Roshni Kavina
Speaking in regards to the campaign to BuzzInContent material.com, Roshni Kavina, National Creative Head, Impresario Handmade Restaurants mentioned the preliminary thought was to make 4 model movies. However, they wished to make the model relatable and so got here up with quirky variations of famous Bollywood dialogues and determined to use reels.
Alexander Valladares
Alexander Valladares, CMO, Impresario Handmade Restaurants, mentioned, “The burger may be very dramatic, when it comes to its flavours. It is loaded and playful, therefore the affiliation with Bollywood turned very pure. We selected Bollywood dialogues which are evergreen, lower cross classes and related to even the Gen-Z.”
Valladares acknowledged that previously two years, ‘supply’ has emerged as an essential vertical for the Impresario Handmade Restaurants. The function of this campaign was to take a model like Boss Burger and set up it as a supply model. Boss Burger has been there for over a yr however now that they’ve expanded into a number of cities, they thought it’s the proper time to launch this campaign.
Kavina mentioned, “There are so many burger manufacturers on the market that maintain arising once in a while, however we wish Boss Burger to keep in folks’ minds as one thing distinctive, subsequently the Bollywood angle. We need folks to have the model join.”
In order to obtain that, they made a aware choice to make the burger the aspect character and never discuss its making, however as a substitute, let folks have enjoyable with it. They got here up with traces like ‘Mona tum zara aspect hona, ab hamari zindagi predominant Lucy aa gayi hai’ to spotlight the Juicy Lucy Mutton Burger. ‘Holi Kab Hai? from Sholay highlighted the Holy Guacamole Burger.
According to Valladares, the model has picked up very well in Bengaluru and they’ll now introduce a regional leg of the campaign concentrating on particular areas. Speaking in regards to the response to the campaign, he acknowledged they’re overwhelmed with the response and are getting a minimum of 100-reel entries for every dialogue.
The campaign has been developed by the in-house advertising group at Impresario Handmade Restaurants. According to information offered by content material advertising firm Sheeko, the model has spent 10-12 lakh rupees on the campaign.
https://www.buzzincontent.com/story/how-bossburgers-used-famous-bollywood-dialogues-to-drive-engagement-for-hithaiboss-campaign/
