Britannia and WPP Media launch multilingual, AI-powered BourbonIT Challenge 2.0

Britannia, in collaboration with WPP Media, has launched BourbonIT Challenge 2.0, a multilingual, voice-enabled campaign powered by Google Gemini and ElevenLabs. The initiative extends the interactive recipe experience from its first edition, allowing users to generate and share recipe ideas through voice interaction in seven Indian languages — Hindi, Tamil, Telugu, Bengali, Marathi, Gujarati, and Kannada.

The platform enables users to scan a Britannia Bourbon pack or QR code, speak their recipe ideas, and receive structured recipes with ingredient lists and step-by-step guidance. Participants also receive a personalised recipe certificate digitally signed by Chef Pooja Dhingra, who returns as the brand’s Chief Tasting Officer in a new AI avatar.

Users can interact with Dhingra’s voice-guided AI, upload their Bourbon-inspired dishes, and compete for recognition at the end of the campaign, where winners will be announced by the chef herself.

Siddharth Gupta, General Manager, Marketing, Britannia Industries, said the first edition received over 28,000 recipe submissions 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,” he said.

 

Chef Pooja Dhingra said th

e campaign makes cooking more natural and conversational. “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 combines India’s love for food and imagination with AI-led engagement. “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.”

The initiative follows Britannia Bourbon’s recent collaborations such as the Winkin’ Cow Bourbon Shake, NIC Bourbon Ice Cream, and Bourbon Chocolate Modak with Bombay Sweet Shop — each expanding the brand’s “chocolate, chocolate, chocolate” identity into new product experiences. With BourbonIT Challenge 2.0, Britannia continues to integrate technology and creativity to drive digital-first consumer participation.