Featuring Chief Tasting Officer Pooja Dhingra’s AI Avatar, powered by Google Gemini and ElevenLabs
Kolkata : Britannia Bourbon, India’s beloved chocolate biscuit brand, is back with a new twist — BourbonIT Challenge 2.0, a voice-powered, multilingual recipe experience developed in collaboration with WPP Media.
This season, the campaign is powered by Google Gemini for intelligent recipe and image generation, and ElevenLabs for creating Chef Pooja Dhingra’s AI avatar voice — turning the platform into a one-of-a-kind, interactive, voice-first cooking assistant.
With just a scan of the Bourbon pack or QR code, users can now engage with the challenge in seven Indian languages — Hindi, Tamil, Telugu, Bengali, Marathi, Gujarati, and Kannada. Participants can simply speak their recipe ideas, and the system instantly transforms them into structured recipes complete with ingredients, steps, and helpful tips.
Returning as Chief Tasting Officer, Chef Pooja Dhingra appears in a new digital avatar. Users can interact with her voice-guided AI persona, making the experience feel like cooking with Pooja in their own kitchen.
Every participant receives a personalised digital recipe certificate, signed by Pooja Dhingra, celebrating their culinary creativity. Participants can also upload photos of their Bourbon-inspired creations on the campaign dashboard. The season will conclude with Pooja announcing the winners of Britannia BourbonIT Challenge 2.0.
Siddharth Gupta, General Manager – Marketing, Britannia Industries, said,
“We were thrilled by the creativity that Season 1 inspired, with over 28,000 recipes submitted nationwide. BourbonIT proved that people don’t just love eating Britannia Bourbon — they love experimenting with it. With Season 2, we’re making it even more accessible through voice and regional languages. Bourbon has always been about that ‘chocolate, chocolate, chocolate’ experience, and now we’re helping consumers discover new ways to enjoy it.”Chef Pooja Dhingra added,
“Cooking is most enjoyable when it feels natural. With BourbonIT Challenge 2.0, you can just talk to my AI avatar, share your ideas, and we’ll create a Bourbon twist together. It’s easy, friendly, and full of fun.”Amin Lakhani, President, Client Solutions, WPP Media South Asia, said,
“BourbonIT Challenge 2.0 is where AI meets India’s passion for food and creativity. By combining a multilingual experience with an industry-first AI-guided chef journey featuring Pooja Dhingra, we’ve turned every Bourbon pack into a gateway of discovery. It’s a true example of how data, technology, and storytelling can unite to inspire large-scale participation.”
Over the years, Britannia Bourbon has evolved while staying true to its signature “chocolate, chocolate, chocolate” taste. From collaborations like Britannia Winkin’ Cow Bourbon Shake, NIC Bourbon Ice Cream, and the Bourbon Chocolate Modak with Bombay Sweet Shop, the brand continues to celebrate creativity and indulgence.
With BourbonIT Challenge 2.0, Britannia once again blends innovation with indulgence, inviting everyone — from home bakers to food enthusiasts — to explore endless ways to enjoy their favourite biscuit.
So, whether you’re baking, blending, or just imagining, it’s time to Just Imagine IT. BourbonIT.
How to Participate:
- Scan the QR code on your Britannia Bourbon pack.
- Create your Bourbon recipe guided by Chef Pooja Dhingra’s AI avatar — available in seven languages.
- Submit your creation and stand a chance to win an iPhone or a trip to Switzerland*.
