Taco Bell rolled out its first campaign fronted by new athlete ambassador and Indian cricket super star Hardik Pandya to leverage spiking interest around the 2023 Indian Premier League (IPL) and promote the quick service chain’s new Microsoft Xbox promotion.
The humorous campaign, developed by agency Manja, sees all-rounder Pandya set out to spread a message about Taco Bell’s latest partnership with Microsoft Xbox through which consumers can enter a contest to win a new games console.
Teased from 1 April and rolling out officially from 3 April, the campaign dropped in time to leverage spiking cricket interest as IPL 2023 got underway in the first week of April.
The campaign was spearheaded by a set of comic films all fronted by Pandya (the current vice-captain of the Indian national limited overs cricket team and skipper of new IPL franchise and current IPL champions the Gujarat Titans) and his (fictional) agent who chases the cricketer throughout the day with an increasingly daft series of marketing proposals which culminate in the suggestion of a brand tattoo.
The ads encourage viewers to ‘Bite into your Taco Bell favourites and get a chance to win an Xbox Series S with a one-year game pass’ and position it as a ‘win-win for everyone…well maybe not for Hardik’.
The hero ‘Taco Bell x Xbox Series S 2023’ commercial rolled out in 90-, 20- and 10-second versions which were backed by supporting social content.
“Hardik Pandya is one of the world’s greatest cricket superstars, a brilliant athlete, and a wonderful role model. Taco Bell India is honoured and delighted that as a result of his love for our food and brand he has agreed to become Taco Bell India’s first Brand Ambassador,” explained Taco Bell’s Master Franchise Partner in India Burman Hospitality Director Gaurav Burman. “Taco Bell India has over 130 stores and is adding a new store every 100 hours, our success has been a result of our focus on delivering our customers the most innovative food at the most affordable prices. We believe the partnership brings together a brand and an athlete who both strive for excellence.”
Burman added: “Taco Bell India is delighted to partner with Microsoft Xbox for the third year in a row. This partnership is the perfect opportunity for Taco Bell India to offer our consumers a chance to win the best gaming console in the world. We at Taco Bell celebrate this ongoing promotion which brings two of the world’s leading brands together.”
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