Taco Bell has rolled out a campaign 'Baaki se breakup, New Cheesy Lava Taco ke saath karo makeup' (Break up with the rest, make up with a new cheesy lava taco), to spotlight its new offering cheesy lava taco.

Conceptualised by Creativeland Asia, the campaign features a film where a man is seen enjoying a Taco Bell meal at a food court. A cashier at a "Burger Burger" counter-notices him and remarks, "Look how he's eyeing that new cheesy lava taco." She then describes the taco's contents in detail. Turning to the burger company she works for, she quips, "Just because you don't have fillings doesn't mean you don't have feelings." The film concludes with her trying the new taco, ditching the burger company she works for emphasising how consumers might say goodbye to burgers as the taco offers similar fillings.

What we think about it: A cheeky ad that cleverly mixes the flavours of relationships and dating, playfully tempting consumers to trade their old favourites for something new. Though it may raise eyebrows with its take on relationships and cheating, the playful narrative perfectly suits the promotion of a cheesy taco.

The campaign was rolled out on 23 August on all social media platforms.