Having tasted success with its earlier campaign introducing the 5-in-1 Meal Box, KFC India has rolled out two commercials, with an extra pinch of quirk this time. Against the backdrop of a deadpan voiceover, the ads showcase the inability of a "confused" fan and a "slow" tubelight to pick the value-for-money meal in front of them. And while comparing it to that of a competitor's popular meal tray, urges consumers to make the right or rather smart choice. “The 5-in-1 Meal Box that we launched last year was an instant hit with consumers. It re-defined the existing meal space for QSRs in the country by giving consumers the only complete and smart meal option,” explains Lluis Ruiz Ribot, CMO, KFC India on why the brand chose to revisit the campaign.
“We Indians love our heavy meals — even during work hours! We look for abundance, variety and satiation as well as an explosion of tastes, textures and flavours in our meals. KFC mealbox beats all these parameters as we had five different items compared to the competition,” says Ajay Gahlaut, executive creative director, Ogilvy & Mather India. Choosing inanimate objects to tell the story helps convey the point cheekily. “Communication was needed to dramatise this inadequacy and to jolt the value-conscious Indian consumer, out of his/her automated habit of ordering a meal,” he adds.
As the campaigns are targeted towards millenials, in the age group of 18-28 years, KFC India is also looking to launch more exciting digital campaigns over the next few weeks. As you eagerly await the next commercial, make a smart choice and grab a fingerlickin’ good meal this season.
You can find the KFC India commercial here.