Taco Bell entices cheese lovers with their campaign featuring the QUESALUPA
Taco Bell is all set to make its way into the hearts of cheese lovers across the country. The Mexican inspired quick service restaurant brand announced the launch of its latest product innovation, the Quesalupa.
A cheese lovers’ delight, the Quesalupa is a unique crossover between a QUESADILLA and a CHALUPA. Crispy on the outside and cheesy on the inside, the Quesalupa has a crisp, yet chewy taco shell stuffed with a blend of mozzarella and cheddar cheese, topped up with fresh veggies and delicious sauces. The product also introduces a new pulled chicken protein to its consumers in India for the first time.
The USP of the product is its CHEESE PULL - the moment consumers break open a Quesalupa, the magnetism of the cheese pull is sure to indulge them.
Speaking about the new product, Emili Matsumura, Director of Marketing, Taco Bell Asia Pacific, said, “As we continue to grow in number of restaurants and fan base, we stay committed to bringing new innovations to the Indian food scene. We are delighted to introduce the Quesalupa, which is yet another disruptive innovation from Taco Bell India, following the launches of Naked Chicken Taco, Crispy Potaco and Chickstar Wrap. Taco Bell is famous for its craveable Mexican-inspired food at an unbelievable value and so we are confident that consumers will enjoy the Quesalupa. Perfect not just for cheese lovers, but for everyone who enjoys trying new food formats and bold flavors.”
Building on the consumer proposition of UNINTERRUPTED INDULGENCE, the brand has launched a DIGITAL CAMPAIGN, which is based on the consumer insight that today’s generation is always on the go, and yet in the midst of it all craves for some ‘me time’ where there is no intrusion. For some people this translates into binge-watching their favorite shows, while for others it means reading their favorite book or grooving to their favorite track. Taco Bell understands that everyone has that ONE PULL THEY CANNOT LET GO.
Sidharth Shukla, Senior Vice President & Head of Digital, Ogilvy Delhi said, “Our task was to introduce the Quesalupa, a unique product made only by Taco Bell. It's not a familiar word, just figuring out its pronunciation can be a mystery, and the fact that it isn't really a taco even though it is shaped as one (and is actually a chalupa). We strategically focused on Quesalupa being a new delight for cheese lovers, who are crazy about cheesy fries or cheese pizzas.
#TheCheesyPull idea is so simple and effectively ties in two truths seamlessly: One is that unlike cheesy pizza or fries which are shareables, the Quesalupa is an individualistic product - it occupies both your hands when you break it open for the delight of the cheese pull. The other is that in the age of distractions and short attention spans, millenial value 'me time' and hate any interruptions to that.”
The thought of the ‘pull you can’t let go’ forms the basis of Taco Bell’s new digital film, which stars popular web series actors MITHILA PALKAR and DHRUV SEHGAL. The film sees our protagonist Dhruv walking down a street with a Quesalupa in his hands. He splits it open and is completely transfixed by the cheese pull when an old friend, played by Mithila, walks up to him. As is custom, she is all set to lean in to hug her friend but the Quesalupa is in the way. After a split second of confusion, Dhruv extends the Quesalupa’s signature cheese pull, and raises his arms to allow Mithila to lean in for a very awkward hug.
Speaking about the film, Dhruv Sehgal said, “Taco Bell is a brand that I have loved for years and I am very excited to be a part of the new campaign to launch Quesalupa in India. The product proposition is absolutely spot on! There are some things you cannot let go off in life. I’m a huge foodie, both on and off screen and delicious food is that pull in my life that I can’t let go of. Mithila and I had a fabulous time shooting for the campaign and we are confident that people will enjoy watching our take on #TheCheesyPull as much as we enjoyed shooting for it.”
Echoing his thoughts, Mithila Palkar said, “The Quesalupa is the product that cheesy dreams are made of. It is crunchy on the outside, cheesy on the inside and absolutely yummy. The digital film captures the essence of the Quesalupa perfectly. It shows how there are some things in life you absolutely cannot let go of. Taco Bell is one of those things for me! I can’t wait for our fans to see how we have brought #TheCheesyPull to life on screen.”
- Client: Taco Bell India
- Agency: Ogilvy Delhi
- Vice-President and Head of Digital: Sidharth Shukla
- Vice-President: Namita Koshy
- Planning Director : Karan Rana
- Group Head Planning: Ankur Khanna
- Senior Creative Director: Abhishek Gupta
- Creative Director(Copy): Seby John
- Associate Creative Director (Art): Debasish Mondal
- Copy Supervisor: Adyasha Tomar
- Art Director: Pratim Roy
- Account Director (Social) and Influencer Management Lead: Gaganpreet Kaur
- Account Supervisor (Social): Prateek Pandey
- Visualizer (Social): Kunal Singh
- Management Supervisor: Aakanksha Zariwala
- Account Supervisor: Khushboo Dixit
- Account Supervisor : Ajiteshwar Singh
- Production House: Roger That
- Director: Nikhil Chalam
- Executive Producer: Prasanna Bhende
- Producer: Kimaya Bhende