KFC has rolled out an ad film that showcases their latest offering, Flaming Crunch. The film has been conceptualised by Ogilvy & Mather- North.
The film showcases a kid who’ll leave no stone unturned while he chases his dream to be star basketball player. The boy sits on the bench as his team plays on. He tells his tale about how he went from being the tallest person on the team, to someone who was a foot shorter than everyone on the team. The film shows the viewer the difficulty the boy has trying to keep up with people who are more physically imposing than him on the field. Talking about the 'fire in the belly', the boy refuses to give up and re-imagines his playing style to compensate for his lack of height.
As the film jumps back to the big game, the boy is subbed in due to an injury to another player. Once the game begins, he steals the ball from the opposition and drives forward, spurred on by a cheering crowd to help his team score the winning basket.
The film ends with a shot of the new product along with the tagline, “feed your fire.”
Dhruv Kaul, CMO, KFC India, said, “With this campaign the intent was to go back to the core and build flavour innovation that is in line with evolving consumer trends. Made from the hottest (ghost pepper) naturally grown chilli of the world, Flaming Crunch is a product that ignites your taste buds and fires your passion!”
Kapil Arora, president - North, Ogilvy & Mather said, “The new KFC ‘Flaming Crunch’ is the result of great tasting KFC chicken meeting the hottest natural chilli known to man. We were tasked not just to highlight the unique, fiery nature of the product, but also relate it to the lives of today’s youth. The resultant creative expression that is. 'feed your fire' and communication do just that – talking to youth characterised by a fire in the belly; to those who don’t stop till they get to their goal.”
Ajay Gahlaut, ECD, Ogilvy & Mather, said, “The 'flaming' aspect of the product is something we felt was begging to be highlighted. The effort was to translate that aspect into a human emotion which the consumer would easily relate to. Desire and ambition are universal human emotions. We chose to bring them alive through the triumphant story of a young boy who loves basketball but is considered too short to play the game.”
Creative agency: Ogilvy & Mather