KFC India launches Dunked Range with sauce-led campaign film

KFC India has introduced its new Dunked range, expanding its menu with a sauce-led format that adds bold flavours to its established chicken offerings. The launch is supported by a campaign film released in early 2026, positioning the range as a sensory, indulgent option designed for consumers seeking flavour intensity in familiar formats.

The Dunked range features KFC favourites fully coated in sauces rather than lightly paired with dips. Central to the launch is the Fiery Texas BBQ sauce, developed to deliver a pronounced, spicy profile. The range builds on KFC’s core proposition of ‘finger lickin’ good’ chicken, with the emphasis firmly on sauces as a driver of taste and emotional engagement.

The campaign film centres on two office colleagues navigating a typical work-from-office day. The narrative follows a sequence of meetings, urgent deadlines and continuous calls, reflecting a fast-paced professional environment familiar to many urban consumers. As the pressure builds, the protagonist makes a spontaneous decision to step away from routine and indulge in the Dunked range.

Before eating, a moment of preparation unfolds. His colleague helps protect his tie and hair, enabling him to eat freely without restraint. This moment underscores the unapologetically messy nature of the product and reinforces the idea that indulgence sometimes requires intentional pause. The film visually highlights sauce drips and close-up food shots to reinforce texture and flavour, aligning with contemporary food advertising aesthetics optimised for digital and social platforms.

Aparna Bhawal, cmo, KFC India & partner countries, linked the launch to broader consumer behaviour insights. She referenced YUM! Brands’ Food Trends Report: What’s Next in Dining, which notes that consumers increasingly turn to small sensory experiences for emotional grounding in uncertain environments. According to the report, sauces generate 2.4x more excitement in everyday eating compared to other food elements.

Bhawal said, “YUM! Brands’ first ever Food Trends Report: What’s Next in Dining shows that in a world that feels chaotic, consumers are gravitating toward small, sensory decisions that bring emotional grounding. In fact, they see sauce as a tool for emotional excitement, bringing 2.4x more excitement to the everyday compared to other food items. With the all-new Dunked range, we’re taking this love for sauce up a notch – bold, fiery, and unapologetically saucy, it literally dunks (not dips!) KFC favs & makes them even more flavourful.”

She added that the Dunked range encourages consumers to slow down and savour the experience, with the campaign film designed to reflect that behaviour through everyday storytelling.

The creative development was led by FCB NEO. Mayuresh Dubhashi, chief creative officer, FCB NEO, said, “The power of the Dunked range is in the immediacy of the craving. The film is built around that instinctive pull—the kind that doesn’t wait for perfect timing. It’s a simple, human idea that feels refreshing in cluttered feeds.”

The campaign reflects KFC India’s continued focus on flavour-led innovation supported by culturally recognisable narratives, using short-form storytelling to cut through crowded media environments while maintaining product clarity.