New Delhi: Britannia Industries, in collaboration with WPP Media, has announced the return of its innovative digital engagement platform — BourbonIT Challenge 2.0. The new edition takes creativity a notch higher, transforming the campaign into a voice-powered, multilingual recipe experience designed to inspire experimentation and participation at scale.
Developed in partnership with WPP Media, the new BourbonIT Challenge integrates Google Gemini for recipe and image generation, and ElevenLabs for Chef Pooja Dhingra’s AI-powered voice, making it a first-of-its-kind interactive, voice-first recipe assistant.
By simply scanning a QR code on the Britannia Bourbon pack, users can access the platform in seven Indian languages — Hindi, Tamil, Telugu, Bengali, Marathi, Gujarati, and Kannada. Participants can speak their recipe ideas directly, and the system instantly converts them into structured recipes with detailed ingredient lists and step-by-step guidance.
This season also marks the return of Chef Pooja Dhingra as the brand’s Chief Tasting Officer — now in an interactive digital avatar. Users can converse with her AI personality, hear her voice, and receive real-time cooking guidance, creating a fun and immersive culinary experience.
Every participant will also receive a personalised recipe certificate, digitally signed by Pooja Dhingra, celebrating their creativity. At the campaign’s finale, Chef Dhingra will announce the winners of the BourbonIT Challenge 2.0, based on their uploaded Bourbon-inspired creations.
Siddharth Gupta, General Manager – Marketing, Britannia Industries, said, “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.”
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 consistently evolved while retaining its signature “chocolate, chocolate, chocolate” indulgence. The brand’s innovative collaborations — from Britannia Winkin’ Cow Bourbon Shake to NIC Bourbon Ice Cream and Bourbon Chocolate Modak with Bombay Sweet Shop — reflect its playful approach to flavour and form.
With BourbonIT Challenge 2.0, Britannia continues to blend innovation, interactivity, and indulgence, inviting home bakers and food enthusiasts alike to add their own twist to the iconic Bourbon.
Steps to BourbonIT your recipe:
- Scan the QR code on the Britannia Bourbon pack
- Create 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*
Access BourbonIT Challenge 2.0 on: https://bourbonit.in/
*Terms & Conditions apply
