Big Bell Box Season 2 now streaming on Taco Bell
Taco Bell, the world's leading Mexican-inspired restaurant brand, has begun ‘streaming’ the second season of its BIG BELL BOX meal offering across all its restaurants. This new launch is being supported by a unique Digital Campaign that builds on the growing popularity of the OTT space in India.
The Big Bell Box was introduced in India for the first time earlier this year. It aims to offer variety, value for money & abundant food to consumers with their favorite Taco Bell menu items in one single box – all at at an exciting price of INR 199 only. The ultimate delight for all Taco Bell lovers, the Big Bell Box Season 2 marks the debut of the Habanero burrito roll, filled with fajita veggies; along with the Crunchy taco with pinto beans; Mexican fries; Cinnamon Twists and unlimited Pepsi as the other stars of this unique meal.
For this unique campaign, Taco Bell has collaborated with three leading web-series stars – Radhika Apte, Vikrant Massey and Kubbra Sait – in a never-seen-before way to develop quirky brand storytelling that is sure to generate excitement and curiosity amongst the audiences.
An innovative spin on ‘Audition tapes’ from the world of OTT forms the central theme of the Big Bell Box Season 2 campaign. It plays on how actors react when they are not cast for a particular role. While Radhika Apte expresses her FOMO at not being cast for the ‘biggest second season’ ever, Vikrant Massey builds his case by saying that he wants as much variety in his career choices as there is in the Big Bell Box! Kubbra Sait adds another fun twist with her ‘audition tape’, suggesting how she’s already worked with Taco Bell before (for the brand’s popular #MakePotatoGreat again campaign last year) and should not even be giving this audition to be cast for the upcoming season!
Sharing his thoughts on the digital campaign, Gaurav Burman, Director, Burman Hospitality Private Limited, Taco Bell’s exclusive franchisee partner in India, said, “Further to the much loved first edition, we are excited for the launch of our unique value meal offering, the Big Bell Box. The offering brings together all our Taco Bell favourites in one box at a very enticing price and value.
We are proud of our digital campaign, ‘Streaming now at a Taco Bell near you’, that we have designed for this launch. It is a reflection of our efforts to have our finger on the pulse of our consumers and innovate for them. We hope that our loyal consumers and well-wishers will appreciate the campaign and make it a huge success”.
Sidharth Shukla, Vice President and Head of Digital, Ogilvy India, said, “When we launched the Big Bell Box earlier in the year, in addition to the insight of 'paisa vasool', we knew, it would be much more relevant if we somehow linked it to the release of some of the most iconic movies which were coming out – Avengers, Godzilla, etc. because that was a trending topic for our demographic. This time around, we were cognizant of the fact that OTT was the hot topic - thanks to the likes of Sacred Games 2 and Mirzapur. The insight for this edition and the last one has not changed, what we have done is looked at the execution differently, basis the pulse of the consumer today which has also influenced our choice of cast for Big Bell Box Season 2”.
The one-of-a-kind campaign kicked off on the brand’s handles on October 10th and will be followed by robust digital promotions across social media platforms.
OGILVY & PRODUCTION CREDITS :
Client: Taco Bell India
Agency: Ogilvy Delhi
Vice-President and Head of Digital: Sidharth Shukla
Vice-President: Namita Koshy
Group Head - Planning: Ankur Khanna
Senior Creative Director: Abhishek Gupta
Creative Director: Seby John
Copy Supervisor: Adyasha Tomar
Associate Creative Director (Art): Debasish Mondal
Art Director: Pratim Roy
Account Supervisor: Khushboo Dixit
Senior Account Executive: Poulami Barman
Production House: MissMalini.com
Director: Jahaan Noble
Producer: Yavisht Zandbaf