Burger King and Coca-Cola Announce Strategic Partnership to Unlock Youth Occasions with ‘Feast on Wheels’
New Delhi : Coca-Cola India and Burger King India today announced a strategic, long-term partnership aimed at unlocking youth-led food pairings with Coca-Cola occasions across the country. Anchored in Coca-Cola’s global food pairing strategy and Burger King’s strategy of engaging with the youth through culturally relevant experiences, the collaboration is designed to make iconic meal combinations more accessible, relevant, and culturally embedded within India’s Gen Z ecosystem.
The two brands are introducing ‘Feast on Wheels,’ a first-of-its-kind, mobile food truck format that brings curated Burger King meals paired with Coca-Cola directly into college campuses. The platform is built to meet young consumers where they are, combining affordability, accessibility, and experience in a format designed for scale.
The event took place on 15 April 2026 at Lovely Professional University (LPU), as part of the university’s inter-college festival, tapping into a cultural moment, driving both immediate trials and long-term brand affinity among young audiences. At LPU, the ‘Feast on Wheels’ experience will feature a fully branded Coca-Cola x Burger King food truck serving Whopper meal combos paired with Coca-Cola at student-friendly pricing. The on-ground experience will be designed as a youth-first cultural hub, featuring live music, DJs, interactive gaming zones including tic-tac-toe and ping pong, large-scale brand installations, and content creation zones to drive organic amplification through student communities.
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.”
Mr. 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.”
By integrating Coca-Cola’s food pairing strategy with Burger King’s youth engagement strategy, this platform aims to create high-frequency, high-recall consumption occasions, positioning the partnership as a long-term growth driver across India’s youth landscape.
