In a move aimed at capturing India’s youth-driven consumption moments, Coca-Cola India and Burger King India have announced a strategic, long-term partnership with the launch of ‘Feast on Wheels.’

The initiative introduces a first-of-its-kind mobile food truck format, designed to bring curated Burger King meals paired with Coca-Cola directly to college campuses. Built around affordability, accessibility, and immersive experiences, the platform aims to meet Gen Z consumers in their natural social environments.

The concept was unveiled on April 15, 2026, at Lovely Professional University during its inter-college festival. The activation transformed the campus into a lively brand hub, featuring a fully branded food truck serving Whopper meal combos paired with Coca-Cola at student-friendly pricing.

Beyond food, the experience leaned into youth culture with live music, DJ sets, gaming zones like tic-tac-toe and ping pong, interactive brand installations, and dedicated content creation spaces to encourage organic sharing among students.

Abhishek Gupta, Vice President, Customer Development at Coca-Cola India and Southwest Asia, highlighted the strategy behind the move, stating that youth consumption today is spontaneous and social. He noted that the partnership brings a proven meal pairing into environments where such moments naturally occur, making the experience more accessible and engaging.

Kapil Grover, Chief Marketing Officer at Burger King India, emphasized the importance of cultural relevance, sharing that college campuses are where trends and energy thrive. He added that the initiative goes beyond food, helping the brand build deeper and more meaningful connections with young consumers.

By combining Coca-Cola’s global food pairing strategy with Burger King’s youth-first engagement approach, ‘Feast on Wheels’ is positioned as a scalable platform aimed at driving high-frequency consumption and long-term brand recall across India’s Gen Z landscape.