BOSS Burger creates first-of-its-kind Bolly-inspired Reel Campaign #HitHaiBOSS

February 2022: BOSS Burger pays homage to some of the timeless boss moments and boss people from Bollywood. When you hear the words 'BOSS Burger', you know that you are going to get a burger that not only meets, but exceeds your expectations. Inspired by the over-the-top Bollywood persona that we all know and love, BOSS Burger brings that irresistible drama to life in the form of delicious burgers, sides and more. Their #HitHaiBOSS campaign captures exactly that with fun, bite-sized, Bollywood-inspired Instagram reels. 

Taking a leaf out of iconic Bollywood movies, BOSS Burger adds a foodie twist to unforgettable dialogues through the #HitHaiBOSS campaign. Each reel is dedicated to one of BOSS's delicious, dramatic burgers. 'Sara sheher mujhe Loin ke naam se janta hai - Tenderloin' is for the BOSS Signature Tenderloin Burger, 'Mona tum zara side hona, ab hamari zindagi main Lucy aa gayi hai' highlighted the Juicy Lucy Mutton Burger, while the Holy Guacamole Burger was linked to Gabbar’s iconic dialogue ‘Holi Kab Hai?’. BOSS Burger even got legendary actor Ajit Khan’s son Shehzad Khan to feature in a quirky reel, co-starring the Tenderloin Burger. The campaign turned out to be so popular (reaching 10Mn+ Instagram users) that BOSS decided to go regional, and capture the fancy of Sandalwood audiences with famous Kannada dialogues. Combining the spontaneity of Instagram reels with boss dialogues, the #HitHaiBOSS campaign engaged audiences in a fun, quirky and entertaining manner. 

Alexander Valladares, Chief Marketing Officer, Impresario Handmade Restaurants, says, “BOSS Burger has always been a dramatic, over-the-top burger, bundled with a lot of quirk. Right from its corrugated hard box packaging with fun messaging to the unique flavours, our burgers come fully loaded with crispy patties, flavourful sauces and more - they are generous and messy in the best way possible. The campaign came alive, paying an ode to renowned bollywood dialogues through Instagram reels. Reels have currently got people hooked so we thought - why not leverage that?” 

Roshni Kavina, National Creative Head, Impresario Handmade Restaurants, says, "Reels are a part of our everyday reality. They are addictive and are curated entertainment shorties at our thumb tips. Merging entertainment with hospitality is what we ace here at Impresario, so promoting BOSS BURGERS on the most engaging platform was an obvious choice. Reels might not have the reach of television commercials but they certainly have no spill overs, engage the exact audience we want to

tartare, are cost effective and with a little bit of planning they can be extremely effective for brand growth. Our fresh approach for the BOSS BURGER campaign not only spiralled into thousands of engaging and personalised approaches to our brave story but our customers took ownership of it. Exactly what we wanted. Reels are the new commercials and we are happy to be one of the first ones to ride that wave in the Indian markets.” 

For the legendary campaign, BOSS Burger engaged creators from various fields such as food, fashion and even fitness. Everyone from celebrities to VJs to Youtubers to nano and micro influencers came together to give their own unique twist to BOSS Burger's quirky, humourous custom dialogues. The traction of the campaign resulted in an immediate uptake in orders. #HitHaiBOSS brought the charm of Bollywood to the new age Instagram reels and did a bun-derful job. 

About BOSS Burger 

Launched by the same company behind SOCIAL and Smoke House Deli, BOSS Burger is a new cloud kitchen brand that ensures the same attention to detail via exceptional flavours, high-quality ingredients, and a superior brand experience that consumers expect from Impresario Handmade Restaurants. Currently operational in Mumbai, Delhi, Pune, Chandigarh, Indore, Kanpur, Ahmedabad, Ranchi and Bangalore, these burgers aren't just great, they’re BOSS. 

About Impresario Handmade Restaurants 

Impresario Handmade Restaurants was founded in 2001 with its maiden venture Mocha - Coffees & Conversations. Today, Impresario boasts of a network of 59 restaurants across 16 Indian cities and multiple brands. Its umbrella of brands includes SOCIAL, antiSOCIAL, Smoke House Deli, Goodness to Go, Salt Water Cafe, Ishaara, Slink & Bardot, Souffle S’il Vous Plait, Prithvi Cafe, and Mocha. The company’s core strength lies in understanding the changing dining habits of young India and delivering quality experiences tailored to delight its patrons.

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