The TVC shows a group of youngsters at a Burger King store sharing their versions of how they think ‘Whopper’ is pronounced. The mispronunciations range from ‘whooper’ to ‘wohpper’ to ‘hopper’, with everyone at the table trying to have a final say in the matter. The discussion reaches a conclusion when a staffer comes along with their orders, correctly presenting what the product is called. A voiceover takes over which says, ‘Call it whatever, never a burger’. The film ends with the limited time offer being communicated.
With this being Burger King’s first mainstream TVC in India, the brand is looking to make itself resonate with its target audience, while championing its most popular global product, the Whopper. Another aspect the campaign looks to address is the correct usage of the product name.
For the first ever TVC for Burger King in the Indian market, the brand chose to put its fun, youthful side forward.
The brand, for this stage, is not overplaying the taste aspect, yet. It chose instead for the communication that focusses on the quantity (and hence an implication of the value for money aspect perhaps) and pricing of the product.
Tone of Voice
Burger King’s first TVC for the Indian market has its job cut out for it. The brand entered India in 2014 with its first outlets opening in Delhi and Mumbai. The first campaign for the Indian market looks to firmly establish the brand identity amongst the target audience. That’s aim number one.
The next thing the campaign looks to do is to present its star performer — the Whopper. The campaign while informing how to correctly pronounce the name subtly cautions consumers to avoid calling it by the (implied pedestrian category name) burger. The product may be Burger Se Bhi Bigger, it is still however a burger — just bigger. So, the attempt seems to want to carve a separate marketing space within the QSR category to be able to market the Whopper on the quantity/size peg.
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The company has been upping its footprint in India. That of course means catering to an audience that may be comfortable with the concept of a burger offering (even if from a competitor’s brand) but needs to be nudged specifically towards Burger King. Hence, the educational nature of the campaign.
Is the campaign something typical of a QSR player? Yes. Will it serve the very immediate purposes the brand has set? Possibly. Is that enough to leave a mark as the brand looks to get the attention of SECs other than A? That’s something the future campaigns from the brand will have to take care of.
The QSR category provides ample scope to get creative and goofy, if we dare say, with the style of messaging. The campaign in question is a bit too clinical for our liking, especially for a maiden attempt.