KFC has launched 'Curry Crunch', its first India-inspired flavour of chicken, for which, Ogilvy & Mather has created a new TVC.
The TVC revolves around the theme ‘We are still Indian at heart’. The ad opens with a man making an informal presentation to a group of people at his table. The presentation is interrupted when his phone rings, and his unusual (and unmistakably Indian) ring tone catches the attention of his audience. The second situation shows a group of friends seated inside a KFC restaurant. A friend calls them out to see his new bike. They step out to break a coconut, and the voice over says, 'Bahar se hum kitne bhi cool ho, par bhaiya hum andar se hai totally Indian'. The film ends with the voice over introducing the new launch.
Commenting on the new offering, Tarun Lal, general manager - KFC India and area countries, said, “Curry Crunch is the biggest launch for us this year and will be supported by a robust 360-degree marketing campaign including a thematic TVC, digital activations, print, outdoor etc.”
Ajay Gahlaut, executive creative director, Ogilvy & Mather, added, “In addition to the iconic KFC crunchy, juicy chicken, this product has a true flavour of India. It promises a unique fusion of Videshi and Indian. The TVC has been made keeping in mind contemporary reality in India, where we tend to demonstrate western dress and behavior patterns to the outside world, but are truly Indian at heart.”
KFC has also launched a digital campaign, including a day-long roadblock on Yahoo! An application ‘Currycature’ has also been created to engage with fans on KFC’s Facebook page. Currycature allows users to create Indian-ised caricatures of themselves.
Agency: Ogilvy & Mather Delhi