Bake It Till You Make It: BourbonIT 2.0 Is India’s Smartest Snack Challenge Yet

Britannia Industries, in collaboration with WPP Media, has relaunched its popular digital campaign—the BourbonIT Challenge 2.0—with a fresh, tech-forward spin. This edition transforms the dessert-making experience into a voice-first, AI-powered journey, allowing users to interact in seven regional languages and co-create recipes using just their voice.

The campaign is powered by Google Gemini for recipe and image generation and ElevenLabs for the voice of Chef Pooja Dhingra’s AI avatar, turning the platform into a smart, multilingual kitchen assistant.

Notable updates:

• Users can scan a Bourbon pack or QR code to access the experience
• The system supports seven Indian languages: Hindi, Tamil, Telugu, Bengali, Marathi, Gujarati, and Kannada
• Participants can speak their recipe ideas, which are instantly converted into structured recipes with ingredients and step-by-step instructions
• Chef Pooja Dhingra returns as the Chief Tasting Officer, now in AI form
• The campaign blends fun, accessibility, and innovation, making baking more inclusive across India
• This relaunch marks a bold step in combining regional outreach with cutting-edge tech to sweeten consumer engagement.

Sources: The Hans India, MediaBrief, Konexio Network