Chabuddy G x SoBe Burger

From the outset, the strategy was clear: Sobe didn’t want to just launch a burger, they wanted to launch a story. That’s why we partnered with Asim Chaudhry—bringing his iconic ‘Chabuddy G’ character into the Sobe Burger universe as the star of the brand's first large scale content-first campaign.

Instead of traditional ads, they’ve created a mockumentary-style digital series that lets you watch the chaos, comedy, and creativity unfold as Chabuddy G attempts to become a food influencer and “co-create” with our team. The result? A playful, behind-the-scenes look at the making of the Bombay Smash Burger, reminiscent of the show People Just Do Nothing that made Chabuddy G a legend, and true to the irreverent spirit that defines Sobe Burger.