KFC has launched a new TVC to unveil its global tagline, ‘So Good’ in India. The new campaign invites consumers to take ‘Time Out’ from their lives and visit KFC for a 'So Good' experience. This is the first time KFC has focused on the brand experience in a campaign in India. So far the brand had all its focus on its products.
The new TVC developed by Ogilvy & Mather, revolves around the theme ‘Time Out at KFC’. The film brings out a story of a stressed out man at his office who is encouraged by everyone in his office (including his boss) to take time out. Once he gets out of his office, strangers on the road help him make his way to KFC so that he could join his friends for a 'so good' time.
Commenting on the campaign, Ajay Gahlaut, executive creative director, Ogilvy Delhi, said, “The youth today are a focused, driven and ambitious lot and in the process of chasing their dreams, they often tend to miss out on smaller joys of life. KFC reminds them that it’s important to take a Time Out from their daily grind and let their hair down once in a while.”
Along with the TVC, KFC has also introduced Radio KFC, a branded channel that plays international music in the store and a digital promotion campaign. Through a contest on Facebook, KFC invites consumers to design their own 'So Good' bucket. Fans can design a limited edition bucket which will be available at the stores for two months.
In addition through a radio promotion, consumers can call and nominate their friends who are bogged down by work for a time-out at KFC. The most deserving consumer will get a free time out meal at KFC along with his friends
On the new initiatives, Dhruv Kaul, director, marketing, KFC India said, “Our Finger Lickin’ Good tagline successfully communicated our promise of offering great tasting food and beverage. Taking it to the next level, our new global tagline, So Good highlights the complete enhanced ‘Time Out @ KFC’ experience that includes great tasting food served in contemporary & comfortable setting; warm and friendly service and a lot more reasons to hang out with your friends. At KFC, we are changing the traditional QSR (Quick Service Restaurant) thinking; our initiatives like Krushers Kafeccino range of cold coffees, Streetwise value layer and the latest, Radio KFC are all designed to strengthen our position of a preferred place to hang out.”
Creative Agency: Ogilvy & Mather
Executive creative director: Ajay Gahlaut
Production House: Chrome Films
Director: Amit Sharma
Lyrics: Amitabh Bhattacharya
Music: Clinton Cerejo