Burger King collaborates with rappers and beat boxers in new campaign

Burger King India, today unveiled its new campaign #WrapsWithoutGaps for its recently launched ‘new Loaded Wraps’. Burger King’s Loaded Wraps are available nationwide in Crispy Veg, King Egg and Chicken Keema variants.

The latest Burger King campaign is a social experiment where real rappers along with beat-boxers were asked to rap their heart out about the newly launched Burger King wraps, based on their experience. The film captures the uninhibited expressions of these varied talents, jamming together and creating music that describes the unique taste of these wraps. It beautifully underlines the host of delicious ingredients of the wrap namely Keema, Egg, Veggies and sauce in an appetizing style. 

Srinivas Adapa, CMO - ‎Burger King India Private Limited said, “We are excited to offer the new Loaded Wraps to our guests across the country. Burger King is all about self-expression and just being who you are. Rap as an art form is also about individual expression and importantly resonates with our consumers. This campaign gave us the opportunity to rap about our wraps. We just gave our wraps to rappers and the magic unfolded on its own!”

Raj Kamble, Founder and CCO, Famous Innovations, said, “In India, making the most of every possession and available resource is a way of life. More often than not, we succumb to our need to ‘fit in more’. The new Burger King wraps are also a manifestation of this tendency; they are loaded with various delicious ingredients to their maximum capacity, making them wraps without gaps. Rap music has now become a part of the mainstream culture and a tool for communicating ideas effectively, being used for issues such as elections, education, activism etc. and is not just an underground movement anymore. Riding on this current wave, we decided to use real rappers to bring the idea of #WrapsWithoutGaps to life, in the most engaging manner.”

Video: The film opens with the rapper and beat-boxers grabbing attention of store visitors while they rap about the wrap and its ingredients in the wackiest style. While they rap, the spotlight is on the ingredients of the wrap, a visual treat that instantly enhances hunger.