MxMIndia

Tag: Burger King India

  • The scope of the mandate will include creating cornerstone digital campaigns, social media as well as online response management, among other things

    Burger King gets Havas for digital creative

    By Our Staff

     

    Burger King India has assigned its digital mandate to Havas Worldwide (Creative) India, the creative arm of Havas Group India. The scope of the mandate will include creating cornerstone digital campaigns, social media as well as online response management, among other things.

     

    Said Kapil Grover, Chief Marketing Officer, Burger King India:“We are excited to have partnered with Havas Worldwide India, which comes with a track record of path-breaking digital campaigns for brands across markets and categories. We are confident that their expertise and market understanding will help us deliver innovative and groundbreaking digital campaigns; thereby further strengthening Burger King India to become the most lovable brand in the digital space. We look forward for a long and fruitful partnership.”

     

    Commenting on the partnership with Burger King, Manas Lahiri, Managing Director, Havas Worldwide (Creative) India added: “In today’s cluttered digital ecosystem, only brands that come up with engaging, differentiated content make people sit up and take notice and we at Havas Worldwide India have been doing exactly that over the past few years. Burger King is one of the most audacious brands in the world today, known for creating truly innovative campaigns that become the talk of the town and we’re confident we will be able to create more such path-breaking, meaningful work for them.”

     

  • A new everyday value 'Rs.50 Stunner Menu'

    Burger King unveils campaign to launch new menu

    By Our Staff

     

    Burger King India has unveiled a new TVC that highlights its new Rs 50 offering In addition to a television commercial, the five- week campaign will also promote the newly launched menu across print, digital, social media, OOH, In-restaurant and via on-ground initiatives. During the campaign, Burger King India’s Instagram page will be running multiple contests wherein guests can stand a chance to win free Stunner Menu Food.

     

    Speaking about the new menu, Kapil Grover, Chief Marketing Officer at Burger King India, said: “The Stunner Menu was created with a thorough market research, keeping the current guest needs in mind. The guest expectation for ‘value for money’ is paramount in the current macros and our new Rs.50 Stunner Menu is designed to deliver the same. We are especially excited about the fact that we have new product formats as well as new flavours in this menu. We will continue to build the Stunner Menu in times to come as it represents our strategic pillar of Value Leadership in the QSR industry.”

     

  • Marking the first complete global rebrand in over 20 years

    Burger King evolves visual brand identity

    By Our Staff

    Burger King India has launched the new visual identity of brand Burger King. The brand will be rolling out a new brand logo, packaging, restaurant merchandise, menu boards, crew uniforms, restaurant signage and décor, social media and digital and marketing assets.

    Said Kapil Grover, Chief Marketing Officer: “Burger King India continues to evolve as a brand matching the needs of its guests. After recently launching the Trust In Taste project with food free of any synthetic colours and artificial flavors, now even our logo represents realism. The new brand logo and visual identity is minimalistic, iconic and all about the food that we offer. The new visual identity is intended to get people to crave our food; its flame-grilling perfection and above all, its taste.”

     

     

  • Additionally, it will bring select fans closer to Mumbai Indians players through an exciting digital engagement programme at an outlet in Mumbai

    Burger King signs a category exclusive deal with Mumbai Indians

    By A Correspondent

     

    Burger King has joined the cricket frenzy in India with the launch of a targeted brand campaign and a partnership with reigning IPL champions, the Mumbai Indians. Burger King has associated itself as the exclusive category partner for the Mumbai Indians, who will sport the logo as part of their outfits.

     

    Commenting on the new partnership and value offering, Kapil Grover, CMO, Burger King India said: “It has always been our endeavour to provide our customers Great Tasting Burgers at Amazing Prices to as many guests as we can. And what better vehicle to spread this message than cricket which is nothing short of a religion in India.  The Indian Premier League is the most celebrated annual festival in cricket and we could not have asked for a more exciting start to our 2018 brand campaign!”

     

     

  • The mandate entails building and reinforcing the brand’s digital presence through strategic planning and out of the box solutions to attain consumer loyalty

    FoxyMoron bags digital mandate of Burger King

    By A Correspondent

     

    US fast-food giant Burger King has assigned its digital mandate to digital solutions agency FoxyMoron. This account was won following a multi-agency pitch.

     

    On appointing FoxyMoron, Kapil Grover, CMO, Burger King India, said: “As we build the brand in India, we are always looking for opportunities to connect with our guests. We are now focused on deepening our engagement on social / digital platforms. It’s one of the key mediums to connect with our guests and listen to them, which is a great input into building a better brand experience. I look forward to working with the passionate and energetic team at FoxyMoron; and building Burger King as one of the most engaging brands in India.”

     

    Pratik Gupta

    Commenting on this win, Pratik Gupta, Co-founder, FoxyMoron said: “This is the next phase of brand transformation for Burger King as a brand in India. We’re innovating and evolving for the future, and we’re excited to take our consumers along for the ride. We are kicking off a bold and progressive plan to transform the brand’s identity. We’re looking at a diverse approach wherein campaigns would roll out with the expertise of our array of tools providing the best of creativity and innovation to derive an accurate planning mix giving the client optimum results.”

     

     

  • The leading QSR chain unveils its latest TVC for its low-cost offering

    Burger King unveils campaign for latest offering

    By A Correspondent

     

    Built upon the insight ‘One for Hunger, Two for Taste’, Burger King has unveiled its new campaign that allows guests to buy two crispy veg burgers for just Rs50. Customers can add fries and Pepsi at an add-on price of just Rs44 to make it a wholesome meal.

     

    Commenting on the new offering, Rajeev Varman, CEO, Burger King India said: “Through this marketing campaign, we invite millennials to walk into our outlets to enjoy the unique Burger King experience. We are constantly evaluating our offerings to suit the Indian palate and will continue to provide many such exciting products and offerings for our guests.”

     

    An integrated marketing campaign has been proposed across television and digtal platforms.

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

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

    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.

     

  • The lines are actually blurring in terms of how you treat your marketing mix, says Uma Talreja, CMO, Burger King India, adding that she doesn’t think the "traditional rules really apply anymore"

    BTL Baatein: Uma Talreja, Burger King India… Powered by VISCOMM

    She has served as Deputy General Manager, Marketing and Communications, Shoppers Stop Limited, Head, Marketing and Branding (Supermarkets) at Aditya Birla Retail. She was Marketing Head at Westside where she handled all aspects of marketing including strategy, branding, advertising & communication, public relations, online initiatives, loyalty & CRM, market research, promotions & events and visual merchandising. In this edition of BTL Baatein, Uma Talreja, Chief Marketing Officer, Burger King India speaks with Dyanne Coelho on the importance of BTL vis-à-vis ATL for a new brand in the Indian geography.

     

    What is the importance of BTL in the FMCG and QSR space?

    The lines are actually blurring in terms of how you treat your marketing mix. It’s no longer just ATL and BTL, but you look at a 360 degree view in terms of how you reach your consumers, and of how you remind consumers of your presence and product offering. So it’s a balanced mix, I wouldn’t say that you have an over balance of one element, but of course there is BTL as well, but it’s no longer just ATL and BTL, there’s digital, there’s public relations which has become very important, there’s influencers and bloggers which are very important, so I don’t think the traditional rules really apply anymore.

     

    How important is BTL to your overall marketing plan?

    I think all marketing elements currently are playing an important role, and while we’re launching stores, it’s important for us to create location awareness apart from our own offering to the Indian consumer. So it is an important element for us.

     

    Can you also specify the range of activities that you undertake as part of the below-the-line advertising and promotion?

    We do a lot of local store marketing which is aimed at increasing traffic from catchments and neighbourhood stores and consumer segments. So we do a lot of things from couponing, to out of home which is targeted to various segments. We do use a lot of these activations for our marketing. We’ve done a lot of in-mall activations as well right from using drones, to using celebrities to create an engaging experience for customers on ground about the brand, and educating them about the brand, and about innovations on various aspects of the brand. We’ve done a lot of things recently related to couponing creating more awareness and trials for certain products in our product mix. We use couponing for that which is a localised activity for us. Apart from that we’ve done roadshows and things like that as well.

     

    Can you give a broad idea of your spends pie of ATL v/s BTL?

    About 30 percent of our spends is on BTL.

     

    Do you prefer to do this through BTL agencies directly or via your existing creative/media agency?

    We use specialist agencies for these activities.

     

    In terms of generating results especially from consumers and in B2B, do you find BTL a more sure shot avenue than ATL?

    I think both work, it all depends on your objective.

     

    While sales and salience are good indicators of its success, what are the attributes you look at to measure the success of a BTL campaign?

    I think traffic is important, and participation is also important. I think these two things are important from a retailer’s point of view. So if you are engaging with the audience through some outside activation, then how many people really took part is a factor, the second is to generate actual traffic into your restaurant.

     

    There are many organisations that often do new launches almost entirely on BTL aided with an outdoor and/or digital blitz? Your view on this. Given rising media costs, do you see BTL managing on its own, without ATL?

    I don’t think that marketers think like that. I think it’s a very polarised view. I think for certain objectives and activities you could survive only on BTL, but as a brand I don’t think one survives on any one particular activity. I don’t think that’s the case.

     

  • …with comments from Sanjay Tripathy, Uma Talreja, GK Suresh, Anuradha Narasimhan and Chinmay Bajpai

    The Changing Role of the CMO in the Digital Era…

    L to R : Sanjay Tripathy, Uma Talreja, GK Suresh, Anuradha Narasimhan and Chinmay Bajpai

     

    By Dyanne Coelho

     

    At the Internet and Mobile Association of India (IAMAI)’s marketing conclave last week, industry stalwarts delve into the topic of ‘Untangling Marketing Convolutions’. In this digital era, the role of the chief marketing officer (CMO) has expanded at a fast pace and it now requires him or her to act as the Digital Media Officer, Customer Experience Officer and Chief Content Officer all rolled into one. The CMO’s role is no longer about just creative skills, but about being able to crunch data and interpret and analyse the behavioural patterns and buying habits of consumers. Dinesh Mishra, Partner – Advisory Services and Customer Practice Leader (India), Ernst & Young, who moderated the discussion said: “The speed at which the CMO needs to react is increasing gradually. The CMO is enjoying his/her role in an organisation, as compared with other C-Suite roles. About 44 per cent of senior leadership says the CMO cannot strive without big data. By 2020, the CMO will spend more than the CIO on IT.”

    Now, let’s hear it from the CMOs.

     

    Chinmay Bajpai, Head – Enterprise Sales and Alliances, Thoughtbuzz

    It is important to understand that a marketer is more connected to the consumer. Hence, he or shee needs to be more connected to the CIO to get consumer details from IT systems. The customer experience design has always been important. Before, the customer never had a voice after he purchased the product. That has changed with the digital era. We cannot rely on just customer service teams any more. Today analytics have to move beyond the product to the consumer. That’s where the skillsets of technology partners have to be imbibed by CMOs.

     

    Anuradha Narasimhan, EVP – Sales and Marketing, Global Consumer Products

    I don’t believe the CEO is the stakeholder for the CMO. The CMO-CIO relationship is the youngest in an organisation. The partnership with the CTO is yet another new one. The consumer is no longer a passive participant in the process. The customer experience design is not a new thing for the CMO role, it has always existed. The customer experience has always been the focus. The CMO needs to be like the conductor of an orchestra, someone who leads it. Then, it won’t matter who plays in the orchestra as long as s/he is a specialist.

     

    GK Suresh, Head of Marketing – Foods Division, ITC Limited

    I don’t believe that the CMO will spend more than the CIO. As a marketer I have to know my consumer, even if that means spending the entire day with the consumer at his/her house. I would say invest in the consumer rather than on technology. A lot of communication going into the digital space is unsupervised. I don’t know if youngsters should be handling digital. It’s as good as saying that a housewife watching TV seven hours a day should make TV ads. The fundamentals of brand building don’t change. At the end of the day, engagement has to result in business. The rules of the game have changed. Just like in hockey, we’ve moved from grass to Astroturf. So now the way you play changes and the way you score a goal also changes.

     

    Uma Talreja, CMO, Burger King India

    We all have a vision for the consumer. But contact with the CIO is necessary to deliver that vision. You need to change the environment for your consumer. Public opinion on your brand is out there. Your consumer is reaching out to other consumers. If you don’t reach out in time, then you have no control of the situation. Today, data is moving faster than you; public opinion is moving faster than you.

     

    Sanjay Tripathy, Senior Executive VP – Marketing, Product, Digital and E-Commerce, HDFC Life

    We are seeing spends in the digital space increasing in our industry. But the question to ask is, is the CMO capable enough to deploy the money? Who is taking the lead in understanding what is needed for the company? People are changing today; the ways of interaction and engagement have changed. CMOs are now ahead of others in the C-Suite in terms of understanding what is happening in the market. Marketing understands the consumer, but cannot enable the systems and processes. We at HDFC Life have created a team to digitise the company. It has become an organisation within an organisation. Ours is an intangible product that lots of people buy. What customers talk about is very important. With digital, marketing has moved from one channel to multiple channels. Now marketing gets information from various channels and needs to pass it on to multiple channels as well.