Youth Inc.

The zinger thing

After a politically choppy launch in the mid-1990s, KFC is back with a sizzle

Vishal Koul

For most young people in college, life is a sort of existential impasse  — you are always broke, always hungry, and always in the canteen. Yet, even 15 years ago, it would have been ridiculous to imagine that a food chain born far away in southern United States would aspire to be the local college canteen but that’s exactly what is happening. KFC, the company that a certain Colonel Sanders started in 1930, is now in the race to satiate the perpetually rumbling stomach of the Indian collegian. Its new ad yells triumphantly: ‘KFC hai students ka naya adda.”