In India, getting a superstar to endorse brands and products is an expensive affair. But it is a must for a country where people worship celebrities.

Burger King also wanted a big Bollywood celebrity for the launch of its Rs. 50 Stunner Menu ($0.61)

And selling burgers for as cheap as Rs. 50 meant low to no budget for marketing. So we found a cheaper way - a really cheap one.

We tricked Bollywood's biggest superstar and India's heartthrob, Hrithik Roshan into promoting The Stunner Menu. How? By disguising ourselves as the paparazzi and snapping him against an image of the Stunner Menu, helping us develop the Key Visual for our campaign. Subsequently, we launched our sneaky act on social media for netizens to like, share, comment, and experience the lengths we had gone, to keep the Stunner Menu affordable.

Insight:

In India, people worship celebrities and getting a celebrity in your ad campaign guarantees success. Although endorsements can get expensive, it is a must for brands in India.

Key Message:

Burger King had to trick Bollywood superstar Hrithik Roshan, to keep selling burgers at an affordable price.

Target Audience:

In India, Bollywood is a religion. So we converted every Bollywood fan into our target audience.

It started with us keeping track of Hrithik’s everything, from his Instagram stories to shoot schedules. All of this, to find the perfect date and time to get that one shot.

Finally, after a lengthy wait, we found a time and moment when Hrithik was shooting at Mehboob Studio. We turned his shoot set into ours and used real-time, guerrilla production design to execute what we had in mind.

The moment we had our material ready, we found the best time to roll it out. Friday night, we dropped the video on a Friday night, and used the entire weekend to leverage what we had.

This never-seen-before advertising tactic became the town of the town in less than 24 hours for purely having the guts to pull off something like that.

This stunt became one the most-watched paparazzi videos on the internet. But it didn’t just stop there, there was a lot coming its way.

7% increase in sales

Over 2.1 billion impressions

17.2 million views

A podcast by one of the most renowned stand-up comedians

International YouTube reaction videos

Organic multi-brand participation

Countless memes by netizens all coming together to make this piece the most engaging campaign of the year