Taco Bell launches ‘Quesalupa’ with #TheCheesyPull campaign

The campaign has been conceptualised by Ogilvy Delhi

MUMBAI: Taco Bell has launched its new product innovation ‘Quesalupa’ with a new digital film starring Mithila Palkar and Dhruv Sehgal. The campaign ‘#TheCheesyPull’ has been conceptualised by Ogilvy Delhi.

Ogilvy Delhi senior vice president and head of digital Sidharth Shukla said, “Our task was to introduce the Quesalupa, a unique product made only by Taco Bell. It's not a familiar word, just figuring out its pronunciation can be a mystery, and the fact that it isn't really a taco even though it is shaped as one (and is actually a chalupa). We strategically focused on Quesalupa being a new delight for cheese lovers, who are crazy about cheesy fries or cheese pizzas.”

He further added, “ #TheCheesyPull idea effectively ties in two truths seamlessly: One is that unlike cheesy pizza or fries which are shareables, the Quesalupa is an individualistic product - it occupies both your hands when you break it open for the delight of the cheese pull. The other is that in the age of distractions and short attention spans, millennial value 'me time' and hate any interruptions to that.”

The Quesalupa is a unique crossover between a QUESADILLA and a CHALUPA. Crispy on the outside and cheesy on the inside, the Quesalupa has a crisp, yet chewy taco shell stuffed with a blend of mozzarella and cheddar cheese, topped up with fresh veggies and delicious sauces. For the first time in India, the product introduces the new pulled chicken protein for its customers.

Speaking about the new product, Taco Bell Asia Pacific director of marketing Emili Matsumura said, “As we continue to grow in a number of restaurants and fan base, we stay committed to bringing new innovations to the Indian food scene. We are delighted to introduce the Quesalupa, which is yet another disruptive innovation from Taco Bell India, following the launches of Naked Chicken Taco, Crispy Potaco and Chickstar Wrap. Taco Bell is famous for its craveable Mexican-inspired food at an unbelievable value and so we are confident that consumers will enjoy the Quesalupa. Perfect not just for cheese lovers, but for everyone who enjoys trying new food formats and bold flavours.”

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