KFC launches campaign to introduce 'Curry Crunch'

The 360-degree marketing campaign includes a thematic TVC, digital activations, print, outdoor

BestMediaInfo Bureau | Delhi | December 19, 2012:

Known for its iconic fried chicken and a whole range of other tasty offerings, KFC has launched its first Indian inspired chicken flavor Curry Crunch. With the introduction of this latest product innovation, KFC not only plans to tap its existing fan base but also a whole new set of customers by offering a new, unique flavor variety. Developed just for the Indian palate, Curry Crunch is cooked in rich Indian spices and topped with fresh curry leaves.

This is KFC's latest addition to the wide range of India specific offerings launched over the last two-three years including the Veg. Zinger, the Hot Zingerand Fiery Grilled Chicken. This crunchy, juicy, and flavorful chicken with an Indian Tadkais available at all KFC stores across India, with prices starting at Rs. 69plus taxes.

Tarun Lal, General Manager - KFC India and Area Countries, said, “Introduction of the all new flavourful Curry Crunch is in line with our commitment to keep offering innovative and tasty products to our customers. Curry Crunch is the perfect fusion concept, using Indian spices and Curry leaves to cook our world famous crispy, juicy chicken. We are confident that it will appeal to both existing consumers as well as those new to the great taste of KFC”.

“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”, he added.

Developed by Ogilvy & Mather, the TVC for Curry Crunch will go on air in December with the theme, 'We are still Indian at heart'. Situations depicted in the ad-film bring alive the fusion between the east and the west.The plot revolves around various groups of youngsters, global citizens who have adopted Western attire and behavior. In each case, they are truly Indian at heart and aren't afraid to show it.

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

An extensive digital campaign has also been devised to support the launch; led by a day long roadblock on Yahoo and Youtube. New advertising formats using HTML5 interactive technology will be used to promote Curry Crunch on tablets and mobile Phones. A quirky, unique application called 'Currycature'has been created to engage with the near 2 million fans on KFC's Facebook page. Currycature allows users to create Indianized caricatures of themselves using a variety of styles and accessories. With a funky ethnic art style and colloquial vocabulary, this app truly lets users bring out the Indian at heart.

The TVC:

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