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GOD bags Mumbai-based Jumbo King food chain business

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GOD bags Mumbai-based Jumbo King food chain business

GOD (Gang of Designers) has been appointed to create 360o communication solutions for Jumbo King. Jumbo King started out with a single store back in 2001. Today, it has over 100 stores spreading the ‘Truly Desi’ taste of Mumbai across the country. This was the igniting spark for GOD’s campaign with Jumbo King that connects Mumbai’s characteristics with the local favourite food.

“Mumbai has an allure of its own. We all have a love-hate relationship with the city, yet we’re proud to call ourselves Mumbaikars. Why? Because the city is irresistible. Once you taste it, you can’t ever forget it. That’s the taste of Mumbai!”, says Sandeep Bomble, Executive Creative Director and Founder of GOD. Jumbo King has been a flagbearer of this very taste, elevating Mumbai’s local food into a branded chain.

The campaign is built around different Mumbaikars and their connect with the city. It showcases the various characteristics of Mumbaikars and how these in turn create an emotional bond with Mumbai. Dheeraj Gupta, MD of Jumbo King, aptly says, “Jumbo King represents Mumbai, and in a manner of speaking, Mumbai represents Jumbo King. What better way to experience the taste of Mumbai if not through our very own Mumbaikars? GOD’s idea to understand the flavour of Mumbai was bang on, which beautifully resonated with our core thinking and amplified it into a full-fledged communication.”

The campaign has hit the streets of Mumbai and is painting the town yellow. Feel ‘Mumbai ka taste’ at a Jumbo King store near you.

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