Burger King India has rolled out Peri-Peri Fest, a limited-time menu built entirely around the bold, tangy flavour profile, alongside a campaign designed to make some noise – quite literally.

The lineup spans nine products: Peri-Peri Veg Whopper, Peri-Peri Chicken Whopper, Peri-Peri Paneer Burger, Peri-Peri Chicken Burger, Peri-Peri Fries, Chicken Wings, Boneless Chicken and Nuggets, with prices starting at Rs 99 – keeping the offering accessible across the menu’s burger, sides and combo formats.

What sets the launch apart is the creative route. Rather than a straightforward product push, Burger King has backed the menu with an original musical film tracing the roots of Peri-Peri as a flavour, turning what’s typically a functional “new menu” campaign into something more theatrical and entertainment-led.

Kapil Grover, chief marketing and digital officer at Burger King India, positioned the launch around the brand’s “Dunked Peri-Peri” platform, framing it as a way to deliver bolder flavour while tapping into India’s growing appetite for adventurous taste profiles.

On the creative side, Anupama Ramaswamy of Havas Creative India explained that the musical format was chosen to match the inherent drama of the product itself – built around an original soundtrack meant to be catchy and repeatable, rather than simply describing the flavour.

The campaign rollout is broad-based, spanning digital, OOH, social, influencer collaborations, in-store branding and local activations. Adding a gamified layer, Burger King is also running app-exclusive promotions, including a lucky draw tied to Peri-Peri x Sprite combo purchases – a nudge toward incremental app engagement alongside the menu push.