KFC India has rolled out three films through which it looks to position its 'Meal Box' as the 'smart choice'. The films have been conceptualised by Ogilvy & Mather.
The campaign began last month with a film featuring a table fan. The fan swivels from KFC's 'Meal Box' to another fast food restaurant's meal. The voice over labels the fan confused as it moves from side to side. The voice over says that while the fan can't decide which meal is the better option, the viewer does know counting and hence should be able to decide that it's five options make it a better offering compared to the three-item option offered alongside.
The second film follows a similar storyline with the fan being replaced by a flickering tubelight.
The campaign also consists of a film featuring comedian Mallika Dua. In the film Dua discusses some of her 'not so smart' decisions she's made in her life before going on to enjoy a KFC 'meal box'.