CE DESK 
Barbeque Nation launches ‘Milne Ki Bhookh’ New Year campaign, celebrating reunion hunger with unlimited grills, festive buffets, and emotional storytelling across TV, digital, and OOH.
Barbeque Nation ignites New Year festivities with its heartwarming ‘Milne Ki Bhookh’ campaign, celebrating the irresistible hunger for reunion and joy. Launched ahead of 2026, the multi-media push positions the brand as the ultimate destination for families and friends to bond over unlimited grills, lavish buffets, and festive spreads during the holiday season.
‘Milne Ki Bhookh’ taps into emotional storytelling, showing diverse groups reuniting after long separations—friends from college, families across cities—drawn together by the primal call of shared meals at Barbeque Nation. The tagline cleverly blends literal hunger with the yearning for connection, resonating deeply in India’s relationship-centric culture. Creative visuals feature live grilling stations sizzling with kebabs, tikkas, and exotic meats, paired with anthemic music evoking nostalgia and warmth.
The campaign spans TVCs, digital films on YouTube and Instagram, out-of-home billboards in metros, and targeted social media ads. Special New Year packages include premium vegetarian and non-vegetarian buffets, live counters, and dessert galas, available from December 31 to January 2. Partnerships with influencers amplify user-generated content, encouraging shares of reunion moments hashtagged #MilneKiBhookh.
Aimed at boosting footfall by 25% during peak season, this initiative reinforces Barbeque Nation’s leadership in experiential dining amid rising competition from cloud kitchens. By fusing emotion with indulgence, ‘Milne Ki Bhookh’ transforms dining into a celebration of togetherness.
Nakul Gupta, CMO, Barbeque Nation, said,“Over the years, Barbeque Nation has been a place where people come together to celebrate moments big and small. As we enter the New Year, ‘Milne Ki Bhookh’ reflects a simple but meaningful truth: there is a growing hunger to meet, connect, and spend time together, and food has always been at the heart of that experience.”
Pavan Punjabi, Chief Integration Officer, Makani Creatives, said, “We speak every day, message instantly, and stay in touch constantly, yet meeting our loved ones often keeps getting pushed to another day. Barbeque Nation has always been about bringing people together over food. With Milne Ki Bhook, we’re gently nudging people to put the focus back on meeting in real life using food as the reason to come together, share a meal, a laugh, a memory, and make time for the ones that truly matter.”
