New Delhi: Coca-Cola India and Burger King India have announced a strategic, long-term partnership aimed at unlocking youth-led consumption occasions through curated food pairings across India.
At the centre of this collaboration is ‘Feast on Wheels,’ a first-of-its-kind mobile food truck format designed to bring Burger King meals paired with Coca-Cola directly to college campuses. The initiative combines accessibility, affordability, and experience, targeting Gen Z consumers in high-energy, cultural environments.
The platform was launched on April 15, 2026, at Lovely Professional University (LPU) during its inter-college festival, tapping into a key youth cultural moment. The on-ground activation featured a fully branded Coca-Cola x Burger King food truck serving Whopper meal combos paired with Coca-Cola at student-friendly pricing.
Designed as a youth-first engagement hub, the experience included live music, DJ sets, interactive gaming zones such as tic-tac-toe and ping pong, large-scale installations, and content creation spaces to drive organic amplification within student communities.
The partnership aligns Coca-Cola’s global food pairing strategy with Burger King’s youth engagement approach, aiming to create high-frequency, high-recall consumption moments embedded in everyday social settings.
Commenting on the initiative, Abhishek Gupta, Vice President, Customer Development, Coca-Cola India and Southwest Asia, said, “A large part of youth consumption today is spontaneous, social and shaped by availability. By partnering with Burger King, we’re taking a proven meal pairing into environments where these moments are already happening. ‘Feast on Wheels’ is a focused step towards building high-frequency consumption by making the experience easier to access and harder to ignore.”
Kapil Grover, Chief Marketing Officer, Burger King® India, added, “At Burger King, we believe in showing up where our consumers are and for Gen Z, college campuses are where culture, energy, and trends truly come alive. At LPU, our partnership with Coca-Cola brings this to life through an immersive experience built around our flagship, the Whopper. By celebrating the unique flavour, vibe, and personality of the LPU community, we’ve turned their voice into a Whopper of their own. This initiative goes beyond just food, enabling us to build deeper, more meaningful connections with our guests in a way that is relevant, engaging, and truly reflective of their world.”
With ‘Feast on Wheels,’ both brands aim to scale a new format of experiential, campus-led engagement, positioning the partnership as a long-term growth lever within India’s youth ecosystem.
