Burger King wanted a big Bollywood celebrity for the launch of its Rs. 50 Stunner Menu. But selling burgers for as cheap as Rs. 50 meant low to no budget for marketing. Or that’s what we wanted everyone to believe.

Burger King was set to offer the Rs. 50 Stunner Menu - a magical variety of items all available at the magical price point of just 50 rupees. A deal so good, we convinced our consumers that we were blowing our entire marketing budget to get it for them. We partnered with Bollywood's biggest superstar and India's heartthrob, Hrithik Roshan to trick an entire nation into believing that we got him to promote The Stunner Menu without him knowing. A video was put up on social media for the audience to witness Burger King snapping Hrithik Roshan against an image of The Stunner Menu while disguised as the paparazzi. The snap eventually was turned into the Key Visual for our campaign.

We decided to launch this entire campaign basis 3 innovations:

1. Breaking News in multiple news channels covering the prank video to make the audience believe that this prank actually occurred.

2. Partnering with paparazzi sites like Pinkvilla, Voompla, Viral Bhayani, Miss Malini, and Manav Mangalani, known to give the latest Bollywood news/gossip.

3. Releasing a non-branded prank video on our Social media handles with an apology addressed to Hrithik Roshan.

This was followed by the campaign case study which was distributed amongst news publications, A&M media, social news media, and others which carried the entire campaign including our partnership with Hrithik Roshan.

The key message of the campaign was that Burger King tricked Hrithik Roshan into a campaign without him knowing as selling burgers for Rs 50 left us no other choice.

Target audience: 15-35 Gen Z, Millenials, Urban

The video of our 'sneaky act' was dropped on social media. Our unique influencer strategy got people talking about the campaign overnight. Right after dropping the video, netizens got to liking, sharing, and commenting uncontrollably while influencers started populating the internet with memes, reels, and videos. The campaign was soon picked up by news channels and brand pages like Pinkvilla, Voompla, Viral Bhayani, Miss Malini, and Manav Mangalani, the go-to portals for Bollywood news and gossip. It garnered over 17.2 million impressions and 2.1 billion views overnight.

The Great Celebrity Hack caused millions of Indians to like, share, and comment uncontrollably. It garnered over 2.1 billion views and over 17.2 million impressions overnight. Online and in-store sales increased by a whopping 22%. By moving away from the traditional methods of celebrity endorsements in India, Burger King successfully positioned itself as a new-age brand that's not only meant to feed people but also to entertain them. Awareness increased by 700 basis points while dine-in traffic grew by 15%.