Mumbai: Britannia, in collaboration with WPP Media, has announced the return of its popular campaign, BourbonIT Challenge 2.0, now reimagined as a voice-powered, multilingual recipe experience.
Developed with Google Gemini for recipe and image generation and ElevenLabs for Chef Pooja Dhingra’s AI voice, the new edition transforms the platform into an interactive, voice-first recipe assistant.
With just a scan of the Bourbon pack or QR code, users can speak their recipe ideas in seven Indian languages — Hindi, Tamil, Telugu, Bengali, Marathi, Gujarati, and Kannada. The system instantly interprets their voice input, generating structured recipe ideas complete with ingredients, instructions, and creative suggestions.
This edition also brings back Chef Pooja Dhingra, the brand’s Chief Tasting Officer, in a new digital AI avatar. Users can interact with her conversationally, hear her voice guiding them through their creations, and experience a lifelike, interactive cooking journey — all from their own kitchens.
Every participant receives a personalised recipe certificate digitally signed by Pooja Dhingra, and participants can upload photos of their Bourbon-inspired dishes to the campaign dashboard. The season will conclude with Pooja announcing the winners of the Britannia BourbonIT Challenge 2.0.
“We were delighted by the creativity that Season 1 inspired, with more than 28,000 recipes pouring in 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,” said Siddharth Gupta, General Manager, Marketing, Britannia Industries.
Chef Pooja Dhingra added, “Cooking is most enjoyable when it feels natural, and that’s exactly what BourbonIT Challenge 2.0 brings to life. 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 is where AI meets India’s love for food and imagination. 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.”
Over the years, Britannia Bourbon has continually evolved while keeping its signature ‘chocolate, chocolate, chocolate’ taste at its core. From Britannia Winkin’ Cow Bourbon Shake to NIC Bourbon Ice Cream and the Britannia Bourbon Chocolate Modak created with Bombay Sweet Shop, the brand has celebrated innovation in indulgence.
With BourbonIT Challenge 2.0, Britannia continues that journey — blending creativity, technology, and taste to make kitchens across India more fun and inclusive.
So whether you’re a home baker or someone who just loves to try new recipes, it’s time to Imagine IT. BourbonIT.
Steps to BourbonIT your recipe:
- Scan the QR code on the Britannia Bourbon pack
- Make Bourbon recipes guided by Pooja Dhingra’s AI avatar in seven languages
- Submit your creation and stand a chance to win an iPhone or a trip to Switzerland*
BourbonIT Challenge 2.0 can be accessed via mobile devices at https://bourbonit.in/
