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QSR chain 'Jumboking' adopts a new tagline ‘The Burger of India’

In the past, Jumboking has adopted taglines such as ‘Mumbai’s largest selling vada pav' to ‘Kyunki Dil Hai Desi’, “I am Mumbai” and “For people going places.” But the new tagline has been developed considering its expansion into newer markets

QSR chain 'Jumboking' adopts a new tagline ‘The Burger of India’
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During the course of Jumboking’s nearly two-decade journey, the brand has done multiple campaigns over the years to give expression to its promise. It has adopted taglines such as ‘Mumbai’s largest selling vada pav' to ‘Kyunki Dil Hai Desi’, “I am Mumbai” and “For people going places.”

However, the transition from 'vada pav to burger' has been a major shift for the brand over the last three years. Keeping up with this and its expansion into markets outside Maharashtra, the brand has now launched a new campaign which makes a differentiated and unique ‘The Burger of India’. 

Talking about the same, Dheeraj Gupta, the founder of Jumboking, said, "'The Burger of India’ campaign celebrates the fact that we are an Indian born, Indian bred, burger brand. We are homegrown, vocal about being local and proud to be Indian. "

Adding to this, Venkat Mallik, Co-founder, Tidal7, the agency behind the campaign, said, “The Burger of India campaign explores Indian culture across work, family, habits, relationships etc. Just as we have different cultures, we have different tastes but as Indians, we are one. This thought is the base for the current campaign “Different Tastes One India'' which is a part of the brand's overall claim of being the Burger of India.”

Jumboking has its origins in Mumbai city since August 2001 and has grown to become India’s largest chain of homegrown Quick Service Restaurants This asset-light company is one of the pioneers in franchising in India. It has become one of the favourite on-the-go eating options in Mumbai, among college students and young working professionals. In 2019, Lucknow became a new market for the company.

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