Coca-Cola India and Burger King India have entered into a long-term partnership aimed at building stronger engagement with young consumers through food-led experiences. The collaboration is anchored in Coca-Cola’s global food pairing strategy and Burger King’s focus on culturally relevant youth engagement, with an emphasis on making familiar meal combinations more accessible and contextually relevant for Gen Z audiences in India.
As part of the partnership, the two brands have introduced ‘Feast on Wheels,’ a mobile food truck format designed to bring curated Burger King meals paired with Coca-Cola directly into college campuses. The initiative focuses on accessibility and scale, positioning itself as a format that meets young consumers within their daily environments while combining affordability with experiential engagement.
The first activation under this format took place on April 15, 2026, at Lovely Professional University (LPU) during its inter-college festival. The rollout is designed to align with high-attendance campus moments, enabling both immediate product trials and longer-term brand recall among student audiences.
As per the brands, the on-ground experience extended beyond food, incorporating elements such as live music, DJ performances, interactive gaming zones, and branded installations. Dedicated content creation zones were also integrated into the setup, aimed at encouraging organic amplification through student-led social sharing.
Abhishek Gupta, Vice President, Customer Development, Coca-Cola India and Southwest Asia said, “A large part of youth consumption today is spontaneous, social and shaped by availability. By partnering with Burger King, we’re taking a proven meal pairing into environments where these moments are already happening. ‘Feast on Wheels’ is a focused step towards building high-frequency consumption by making the experience easier to access and harder to ignore.”
Kapil Grover, Chief Marketing Officer, Burger King India, said, “At Burger King, we believe in showing up where our consumers are and for Gen Z, college campuses are where culture, energy, and trends truly come alive. At LPU, our partnership with Coca-Cola brings this to life through an immersive experience built around our flagship, the Whopper. By celebrating the unique flavour, vibe, and personality of the LPU community, we’ve turned their voice into a Whopper of their own. This initiative goes beyond just food, enabling us to build deeper, more meaningful connections with our guests in a way that is relevant, engaging, and truly reflective of their world.”
