Britannia Industries Limited, in collaboration with WPP Media, has launched the next edition of its innovative campaign the BourbonIT Challenge 2.0, powered by AI and voice technology. This year’s edition reimagines consumer engagement through a voice-first, multilingual experience, featuring Chef Pooja Dhingra’s AI avatar built using Google Gemini and ElevenLabs.
The campaign invites users to interact with the AI chef to co-create Bourbon-inspired recipes, combining creativity with cutting-edge technology. By making the experience more inclusive through regional languages and conversational AI, the brand aims to turn every consumer into a co-creator.
Siddharth Gupta, General Manager – Marketing, Britannia Industries Limited, said,
“We were delighted by the creativity that Season 1 inspired, with more than 28,000 recipes pouring in from across the country. BourbonIT has shown us that consumers don’t just love eating Britannia Bourbon, they love experimenting with it. With the second edition, we want to make that experience even more accessible by moving to voice and regional languages. Britannia Bourbon has always stood for a chocolate, chocolate, chocolate experience, and through this platform, we want people to keep discovering new ways to enjoy their favourite biscuit.”
Chef Pooja Dhingra added,
“Cooking is most enjoyable when it feels natural, and that’s exactly what BourbonIT Challenge 2.0 brings to life. You can now just talk to my AI avatar, share your ideas, and together we can give any recipe a Bourbon twist. It’s simple, friendly, and a whole lot of fun.”
Amin Lakhani, President – Client Solutions, WPP Media South Asia, said,
“BourbonIT Challenge 2.0 is where AI meets India’s love for food and imagination. By combining a multilingual experience with an industry-first AI-guided chef journey featuring Pooja Dhingra, we turned every pack into a gateway of discovery and creativity. It’s a testament to how data, technology, and storytelling can come together to inspire participation at scale and redefine how brands connect with consumers.”
This campaign marks a significant leap in brand interactivity, merging AI, culture, and creativity to deepen consumer connections across India.
