Taco Bell introduces new Chickstar Wrap in #ItsTheNew campaign

The campaign was conceptualized by Taco Bell’s agency on record Ogilvy Delhi.

TacoBellChickStarWrap

The #foodie millennial generation in India has been flocking to Taco Bell stores in India all year to relish new twists to their favourite food, such as the Naked Chicken Taco and the Crispy Potaco. For its third product launch in India, Taco Bell went bigger and bolder; and leveled up the customer’s food experience from the standardized fast food burgers, sandwiches and wraps.

Taco Bell announced the launch of its latest product innovation ‘Chickstar Wrap’, a unique form of star-shaped tortilla, filled with crispy chicken, delicious veggies and signature sauces from the house of Taco Bell. This new product innovation has already proved to be a hit with anyone who enjoys a good burger or sandwich.

The Chickstar Wrap is unique right from its shape to the taste to the ingredients, that it deserved a launch campaign that was unlike any other food type. The brand has joined their consumer base in facing the unshakeable personal small-talk question of “Aur bata, what’s new?”.

The campaign was conceptualized by Taco Bell’s agency on record Ogilvy Delhi.

Speaking on the campaign, Sidharth Shukla, Vice President & 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 realization 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 come back 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".

Campaign video:

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