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It’s not funny, KFC is also ‘So Veg So Good’

The campaign, conceptualised by Ogilvy & Mather, the first of its kind across KFC franchises globally, introduces ‘Paneer Zinger’ and ‘Veg Twister’

Sarmistha Neogy | Mumbai | April 24, 2014

KFC-TVC Click on the image to watch the TVC.

KFC has launched a new campaign – ‘So Veg So Good’ – to target vegetarian customers. The mouth-watering ‘Paneer Zinger’ and ‘Veg Twister’ have been introduced to cater to the growing local demand for vegetarian options, and will enable a whole new and untapped set of customers to bite into the great taste of KFC.

The ‘So Veg So Good’ campaign is the first of its kind across KFC franchises globally. The television commercial, conceptualised by Ogilvy & Mather, is humorous and features standup comedian Vir Das. The TVC show Vir Das hanging around with his friends at KFC and indulging in the new Paneer Zinger with extreme pleasure. With every bite, he discovers new flavours and then goes on to describe each ingredient and sauces used in the zinger. The campaign, towards the end, shows, Vir blown away with the mind-blowing taste but not with the name ‘Paneer Zinger’ and a voiceover saying ‘Naam not so good, taste so good’.

The TV campaign was followed by a digital teaser which left audiences guessing who Vir had fallen in love with.

Dhruv Kaul, Director Marketing, KFC India, said, “KFC has always endeavoured to create innovative menu options to suit local and regional palettes. We recognised an opportunity to deliver a significant vegetarian range for the Indian consumer base, and to reach out to a broader target audience. We are thrilled about the launch of the Paneer Zinger and Veg Twister and are eager for our customers to relish the new taste and range.”

The KFC vegetarian menu now gets richer with the launch of Paneer Zinger and Veg Twister, in addition to the hot selling Potato Krisper Burger, Veg Strips, Veg Rockin’ Burger and Veg Rice Bowl which is already in the market for quite some time.

Ajay Gahlaut, Creative Head, Ogilvy & Mather, said, “To crack this one was quite a challenge because the topic has an inherent conflict, that too a sensitive one – the veg vs non-veg divide. It’s quite difficult to come up with something without touching that nerve. I am glad we found an intelligent and entertaining solution for that.”

The launch will be supported by a robust marketing plan including a very engaging digital campaign and in-store collaterals. The TVC is of 40 seconds duration, and has been made in Hindi, Tamil, Telugu, Kannada, Marathi and Bengali to ensure a pan-India coverage.

The TVC:

[youtube]https://www.youtube.com/watch?v=PyLJkLSUlnU[/youtube]

Credits:

Creative Agency: Ogilvy & Mather

Creative Head: Ajay Gahlaut

Creative Director: Ryan Mendonca

Creative Team: Vishal Bagade, Gandhali Karnik, Nithin Narayan, Francis Thomas

Account Management: Hepzibah Pathak, Kapil Arora, Niket Kumar, Debarati Paul, Bhawna Vohra

Production House: Corcoise Films

Director: Bhavesh Kapadia

Producer: Cyrus Pagdiwala

Media Planning: Mindshare

Sarmistha@bestmediainfo.com

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