In a move that left the internet buzzing and fans gasping, Chtrsocial has set a new benchmark for high-impact, culture-forward brand launches with the debut of BadBoy Pizza, co-founded by rapper, singer-songwriter and music producer Badshah and serial entrepreneur Karan Tanna of Ghost Kitchens India. The brand carries a new-age design and launched with a now-viral teaser showing the rapper caught in a heated moment where he gets slapped by a pizza, only to reveal the unexpected twist: the launch of a pizza brand with a serious attitude.
BadBoy Pizza is not here to blend in. It’s designed to stand out with a rebellious tone, bold design language, and a voice that speaks straight to meme culture, street energy, and Gen Z sensibilities. Built on the cheeky and ownable positioning of “Pizza That Slaps”, the brand doesn’t just promise great food - it promises a vibe.
The official launch took place on July 6, 2025 at the flagship boutique outlet in Andheri, with celebrities from film, music, and digital entertainment showing up in full support, turning the event into a red carpet for food meets fandom.
“We spent countless days and nights, working closely with the Karan and Badshah, defining the brand design and tonality that is authentic, culturally relevant and unmissable by the GenZ audiences. Once we cracked that, we coined the tagline - ‘Pizza that slaps’, and the rest of the campaign just wrote itself. It had punch, personality, and potential for virality,” said Darshil Shah, Director at Chtrsocial.
From the conception stage, Karan Tanna, an industry veteran, was clear that this brand had to be a category disruptor.
“The F&B space is crowded, and we weren’t entering to be just another name. We knew we had to build a brand that sparks conversation and influences culture. Partnering with Badshah meant bringing together food and his fandom, and partnering with ChtrSocial meant creating fire content and I think we’ve nailed that,” said Karan Tanna, Co-founder, BadBoy Pizza.
What started as a clever idea quickly became a viral moment. The slap video, posted by multiple pages on social platforms like Viral Bhayani, instant bollywood, and many others, threw social media into a spiral, racking up 8 million+ views and loads of speculations, theories, and memes before the truth behind it was finally served.
“I’ve always believed your brand should speak before you do and ChtrSocial made ours roar. They understood our vibe, put it in motion and turned it into something iconic”, added Badshah.
From tone and narrative to brand identity and platform rollout, the campaign was crafted by ChtrSocial in close sync with both founders. Chtrsocial led end-to-end: building a brand identity that lives and breathes culture and its GTM strategy that sticks.
The identity features a bold palette of punchy purple and zesty lime, custom 3D Devanagari typography, and streetwear-styled packaging stamped by the fictional GenZ but desi brand tonality. Even the menu design, naming, and in-store elements reflect the brand’s meme-forward, desi-meets-global energy. At the center is Jugnu- the chaos-loving teddy in oversized drip who brings the brand to life across merch, social, and delivery moments.
