KFC has launched its first grilled product in India, ‘Fiery Grilled chicken’, for which Ogilvy & Mather has created a new TVC.
The TVC for 'Fiery Grilled chicken' shows how one bite of the chicken 'Sets You on Fire’. The film opens with a youngster and his friend wondering how would they hide a dent to his brother's car. While they are thinking of excuses for the dent the youngster's brother spots him and sees his car dented. Not knowing what to say, the youngster has a bite of the 'Fiery Grilled chicken' after which he starts scolding and questioning his brother by saying, how could he trust him with his car and thus escaping the sticky situation.
Commenting on the TVC, Ajay Gahlaut, executive creative director, Ogilvy & Mather said,“The single minded brand proposition for KFC is taste. This product not only offers another craveable taste from KFC but also adds to variety because it’s grilled. The TVC revolves around the central idea of Fiery goes in, your fire comes out.”
Speaking about the new addition, Dhruv Kaul, director, marketing KFC, India said, “Introduction of the new grilled format is in line with our commitment to keep offering innovative and tasty products to our customers. We successfully expanded our offering with the launch of a whole range of vegetarian options and beverages; and now with grilled chicken, we have further strengthened our menu. Fiery Grilled is high on flavor and spices, and we are confident that it will appeal to existing KFC fans and those new to the great taste of KFC. Fiery Grilled is the biggest launch for us this year and will be supported by a robust 360-degree marketing campaign including a thematic TVC, online, radio activations, outdoor etc.”
Along with the TVC a digital campaign has also been created to support the launch. It includes Facebook applications, a blogger contest and a sampling exercise in partnership with Indiblogger, amongst others. On Facebook, KFC, has an application which captures the user’s video using motion sensing technology and creates fire around it. They can tag and share their ‘fiery’ video with friends to win prizes. Bloggers on Indiblogger can also enter a contest by describing a series of events where they have got out of sticky situations. A radio promotion called Fiery Brigade has also been created.