National, India — Britannia Industries, in collaboration with WPP Media, has launched the second edition of the ‘BourbonIT Challenge’, introducing a voice-powered, multilingual version of the campaign designed to engage consumers in creative, AI-assisted recipe-making.
The new BourbonIT Challenge 2.0 integrates Google Gemini for recipe and image generation and ElevenLabs for a voice avatar of Chef Pooja Dhingra, who returns as the brand’s Chief Tasting Officer. The campaign allows users to interact with Dhingra’s digital persona as they create dessert recipes featuring Britannia Bourbon biscuits.
Participants can access the experience by scanning a QR code on Britannia Bourbon packs, which supports seven Indian languages: Hindi, Tamil, Telugu, Bengali, Marathi, Gujarati, and Kannada. This allows users to speak their recipe ideas, which are then converted into structured recipes with suggested ingredients and step-by-step instructions.
Each participant will also receive a personalised digital recipe certificate signed by Pooja Dhingra, and the season will conclude with the announcement of challenge winners.
Moreover, Siddharth Gupta, general manager of marketing at 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.”
Chef Pooja Dhingra also 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.”
Moreover, Amin Lakhani, president for Client Solutions at WPP Media South Asia, also commented, “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 expanded its brand presence through various collaborations, including the Winkin’ Cow Bourbon Shake, NIC Bourbon Ice Cream, and the Bourbon Chocolate Modak in partnership with Bombay Sweet Shop. In September, the brand also released its ‘New temptation’ through Pure Magic’s ‘Choco Tarts’.
With BourbonIT Challenge 2.0, the brand continues to combine technology and culinary creativity while retaining its signature chocolate flavour profile.
