KFC's new campaign for its first grilled offering in India

Ogilvy & Mather Delhi creates the robust 360-degree marketing campaign for Brand's biggest launch

BestMediaInfo Bureau | Delhi | December 19, 2011

Known for its iconic fried chicken and a whole range of other tasty offerings, KFC has launched its first grilled product in India – 'Fiery Grilled'. With the introduction of the grilled format, KFC not only plans to tap its existing fan base but a whole new set of customers by offering a wider selection of products. Developed keeping in mind the Indian taste buds, Fiery Grilled chicken is spicy, juicy and truly irresistible. It is the latest addition to the slew of India specific offerings launched by KFC over the last two years including Veg Zinger, Hot Zinger and Krushers Kafeccino, amongst others.

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”, he added.

Developed by Ogilvy & Mather, the TVC for Fiery Grilled will go on air in December with the theme, 'Sets You on Fire'. The youthful TVC highlights the product's key attributes – cooked on fire and fiery in taste. The plot revolves around a youngster who dents his elder brother's car and escapes his wrath after taking a bite of Fiery Grilled chicken.

The TVC:

“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”, said Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather.

An extensive digital campaign has also been devised to support the launch; it includes Facebook applications, a blogger contest and a sampling exercise in partnership withIndiblogger, amongst others. KFC fans on Facebook can enjoy 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 exciting prizes. Bloggers onIndiblogger can also enter a contest by describing a series of events where their sharp minds and fiery tongues have got them out of sticky situations.

KFC has also launched an exciting radio promotion, Fiery Brigade in partnership with leading radio stations across the country. It will highlight quirky moments where people get out of sticky situations by calling in the KFC Fiery Brigade - that brings out their inner fire. The promotion includes RJ mentions, live telecast interventions, etc.

Info@BestMediaInfo.com

Info@BestMediaInfo.com