KFC has launched its latest campaign "It's finger lickin' good" featuring bowler Muttiah Muralitharan. The campaign, created by O&M, aims to emphasize the "taste" proposition that the brand offers.
The spot opens on Muralitharan who is all set to bowl. As he starts licking his fingers as a usual activity before bowling, there is something unusual that happens. He just keeps licking his fingers even as the entire stadium gapes at him. The film then take us to the "before" scene where the bowler is taking a huge bite of the KFC's Zinger burger.
Unnat Varma, marketing director, KFC says, "KFC is known for its finger licking good food and Murali is known to be a finger licking bowler. As we are a relatively new brand in India, our 'Finger Lickin' good food' proposition is not that widely known."
"The reason we chose to go with Murali is his mass appeal as a cricketer and his unique bowling style of licking his fingers before throwing an over. The creative thought was to bring KFC's finger licking good proposition alive through a creative route by highlighting Murali's unique bowling style. This makes us the first QSR brand to associate with a cricketer/sportsperson," he adds.
Titus Upputuru, senior creative director, O&M says, "Internationally, KFC's big proposition has been taste and we wanted to highlight that in India. Thus, we decided to capitalise on the tagline. The campaign aims to establish that KFC food is so tasty that one can't stop licking his/her fingers no matter where, who or what."
The idea of the campaign came from Piyush Pandey. The lyrics were written by Titus Upputuru. The film was shot by Rajesh Krishnan of Soda Films. The media mix includes TV, outdoor and in-store activation.