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KFC ignites ‘fire in the belly’

The ‘Feed your Fire' campaign, created by Ogilvy, relates extreme passion to KFC’s new ‘Flaming Crunch Chicken’

KFC ignites ‘fire in the belly’

The ‘Feed your Fire' campaign, created by Ogilvy, relates extreme passion to KFC’s new ‘Flaming Crunch Chicken’

BestMediaInfo Bureau | Mumbai | January 16, 2015

KFC-fire-in-the-belly Click on the image to watch the TVC.

KFC has launched an ad film to showcase its new product ‘Flaming Crunch Chicken’. The campaign ‘Feed your Fire’, conceptualised by Ogilvy, is an ode to all those who have passion for something and don't stop pursuing their passion because of the obstacles they face, while chasing their dreams. It talks about the ‘fire in the belly’ that keeps people like these going.

The film showcases a kid who won’t stop at anything while he chases his dream. The creative expression 'feed your fire' captures the spirit and also connects back to the product. The film encapsulates the journey of the kid who was a basketball star in his school and along the way he finds himself in uncharted waters, while being benched. In the end he re-gains lost ground by overcoming the challenges that were thrown at him.

Kapil Arora Kapil Arora

Kapil Arora, President - North, Ogilvy & Mather, said, “The new KFC ‘Flaming Crunch’ is the result of great tasting KFC chicken meeting the hottest natural chilli known to man. We were tasked not just to highlight the unique, fiery nature of the product, but also relate it to the lives of today’s youth. The resultant creative expression  'feed your fire' and communication do just that – talking to youth characterised by a fire in the belly; to those who don’t stop till they get to their goal.”

Ajay Gahlaut, ECD, Ogilvy & Mather, added, “The “flaming” aspect of the product is something we felt was begging to be highlighted. The effort was to translate that aspect into a human emotion which the consumer would easily relate to. Desire and ambition are universal human emotions. We chose to bring them alive through the triumphant story of a young boy who loves basketball, but is considered too short to play the game.”

Dhruv Kaul, CMO, KFC India, shared, “With this campaign the intent was to go back to the core and build flavour innovation that is in line with evolving consumer trends. Made from the hottest (ghost pepper) naturally-grown chilli of the world, Flaming Crunch is a product that ignites your taste buds and fires your passion.”

The TVC:



Client: KFC

Creative Agency: Ogilvy & Mather

Executive Creative Director: Ajay Gahlaut

Senior Creative Directors: Krishna Mani, Shailender Mahajan

Creative Director: Kingshuk Dey

Head of Advertising, India: Hephzibah Pathak

President, Brand Head, Ogilvy (North): Kapil Arora

Vice-president: Niket Kumar

Client Services Director: Gautam Nijhawan

Account Director: Bhawna Vohra

President, Planning: Neeraj Bassi

Vice-president, Planning: Anirban Roy

Production House: Boot Polish Films

Director: Shujaat Saudagar

Producer: Ashit Ghelani



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