Burger King launches inaugural campaign for Wooper, er, Hopper, erWhopper

15 May,2017

By A Correspondent

 

Burger King India has launched its first ever TVC, with an aim to establish its signature product, the Whopper as the leader in the market. The campaign conceptualised by Lowe Lintas Mumbai and the film, directed by Kishore Iyer of Nirvana Productions, is primarily targeted to India’s millennial generation, and will aim to strengthen brand awareness.

 

The integrated campaign will have a multi-pronged approach, with reach on TV, in-store and across digital and social platforms.

 

Said Raj Varman, Chief Executive Officer, Burger King India: “The Whopper is inimitable and bigger than a quintessential burger in both flavour and size. This is exactly what we wanted to impress upon in this campaign. Our guests absolutely love the Whopper and give us credit for offering a big product at an affordable price. This commercial is a great combination of a real consumer insight and a powerful product differentiator.”

 

Added Arun Iyer, Chairman & CCO Lowe Lintas: “Whopper is the flagship product of Burger King, globally. The brief was to launch this flagship product in India by telling the millennials this truth “It’s not a burger, it’s a whopper” while keeping it in sync with the brand philosophy of “your way”. However the challenge for us from the India context was two fold – “Whopper”, the word, is not used enough plus we needed to bring alive the brand philosophy (of Your Way) for the Indian millennial. That’s when we noticed the Indian truth for the Whopper- it was mispronounced a lot thanks to the way the spelling reads. We felt this ‘mispronunciation’ was an opportunity to leverage wherein the brand accepts millennials as they are and also demonstrates its ability to laugh at its own reality of people mispronouncing the whopper, hence the idea of “call it whatever, never a burger”. This not only landed the brand philosophy but also delivered on the core attribute of ‘authenticity’ that the brand has at its core.

 

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