To address this, Burger King India crafted an innovative omnichannel campaign that struck an emotional chord with its female audience and boosted product consumption. For the first time, the Burger King logo was altered to Burger Queen to fully embody this concept. The response was overwhelmingly positive, with a notable uplift in product consumption among targeted demographics and even a ripple effect among male consumers.

Subsequently, this campaign became a cornerstone of Burger King Global’s marketing strategy, being replicated across various countries.