By Amit Bapna | APAC editor-at-large

May 19, 2023 | 4 min read

The world-renowned Mexican-inspired restaurant chain Taco Bell has launched an India-first innovation with the Naked Veggie Taco.

The plant-based protein option features a taco shell made entirely out of plant-based protein and a crusted and spice-coated protein patty.

To promote the new item, Taco Bell has launched a quirky and tongue-in-cheek digital campaign for the launch conceptualized by the indie agency Manja.

The voice-over in the film asks the consumers to “think beyond buns, buckets and boxes, taking pot-shots at the prevalent pizza and chicken consumption habits,” shares Arvind Krishnan, founder and CEO of Manja.

The key message for the #GetNaked campaign is to urge everyone to substitute the traditionally boxed pizza and fried chicken offerings with the naked veggie and naked chicken tacos, respectively.

To further spread the word about the new launch, Taco Bell India also plans to partner with select content creators with quirky messaging.

Interestingly, this is the first time Taco Bell is launching a plant-based product in India.

Gaurav Burman, the director of Burman Hospitality, Taco Bell’s exclusive franchise partner in India, says the veggie product aimed to meet the needs of India's large community of vegetarian consumers.

“We are launching the delicious Naked Veggie Taco, our plant-based protein signature taco, to compliment the Naked Chicken Taco, which has become one of our leading products.”

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“We worked hard to create a vegetarian option that was as delicious, nutritious, and unique as our naked chicken taco,” says Burman.

The tacos are being sold at the Taco Bell India outlets as a combo with the new no-sugar product Pepsi Black.

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