Fast food giant Burger King has awarded its creative mandate to the Kinnect agency. The mandate is valid for India and will include elements like brand strategy, creative communication, digital storytelling, and culture-led campaigns.
The mandate has been awarded after the brand received pitches from some of the industry’s leading names. The selection of the agency was done after a highly-competitive process.
Burger King is now aiming to strengthen its connect with Gen Z and millennial audiences across India. The agency is expected to further establish the brand as the go-to burger destination for young India.
Kapil Grover, group chief marketing and digital officer at Burger King, said on the development, “In India, Burger King has established itself as a culturally relevant brand with a differentiated tone, driven by off-centre humour and a fresh perspective on Gen Z and millennial consumers. As we approach our next phase of growth, we are happy to partner with the Kinnect team, who have done some outstanding work with our core TG of Gen Z and millennials. Kinnect will bring in the sizzle to our sauce, and we look forward to clutter-breaking, TG-relevant, insight-driven work in the days to come.”
Chandni Shah, CEO of Kinnect, stated: “Burger King is one of those rare brands that has built both product love and cultural relevance at scale. What makes the brand so exciting for us is that it understands modern brand-building. It doesn’t just participate in culture, it contributes to it. As a brand, it has consistently shown the courage to be distinctive, entertaining, and sharply relevant to young audiences. We’re thrilled to partner with them at such an exciting phase of growth.”
Kinnect CCO Neville Shah added, “Burger King is a great opportunity to do great work and make it part of the conversation.”