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Friends need not be the same: KFC tickles unlikely friendship moments

In a campaign conceptualised by Ogilvy & Mather, the burger giant touches the emotional chord with its friendship bucket

BestMediaInfo Bureau | Mumbai | July 13, 2016

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

After taking a dig at rivals in a series of advertisements with its five-in-one meal box campaign, KFC India is back with a fresh campaign -- this time with its own strength that celebrates ‘unlikely friendships.’

The new campaign conceptualised by Ogilvy & Mather marks the launch of KFCs new friendship bucket, showcasing a friendship exactly the way it should be. It questions the belief that being dissimilar leads to differences and reasons that ‘dost jitney alag hote hain, friendship utni kamal ki hoti hai! (However different friends are, the friendship only gets stronger).’

The campaign begins with two friends sitting at a KFC restaurant. They begin a conversation with one friend communicating in sign language asking the other why he didn’t go for a movie with his other friends. He tells him he would have had more fun with them, especially because he can’t even talk. The latter responds to his specially-abled friend saying, ‘if you can’t talk who has been talking all this while.’ Both of them laugh as the ad ends with a voice over saying, ‘dost jitney alag hote hain, friendship utni kamal ki hoti hai!’ The campaign launches its friendship bucket, introducing four flavours of chicken in one bucket.

Ajay Gahlaut Ajay Gahlaut

Speaking about the campaign, Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather, said, “Sometimes things just fall into place. A great brief, a unique product, a clear proposition and the budgets to get a director who can tell a story like no one else can. From the very beginning, we knew this campaign had massive potential, so we wrote films and re-wrote them till the story became very real and relatable. And it’s quite clear from the number of likes we are getting that people have embraced our efforts.”

Lluis Ruiz Ribot Lluis Ruiz Ribot

Talking about the new campaign, Lluis Ruiz Ribot, Chief Marketing Officer, KFC India, said, “Friendship has always been one of the most important and deep relationships in the lives of the youth. At KFC, we want to inspire people to have a different take on it, by championing diversity in friendship. We believe that the more unlike your friends are from you, the richer the friendship is. That's why in the new campaign we feature stories about friends that are different, yet together.”

The TVC:



Agency: Ogilvy & Mather

Executive Creative Director: Ajay Gahlaut

Sr. Creative Director, Creative Services and Design: Shailendra Mahajan

Sr. Creative Director, Creative: Krishna Mani

Creative Controller: Shreyans Gupta

Production house: Curious Films

Director: Vivek Kakkad

Producer: Shahzaad Bhagwagar

Associate Producer: Aarati Kakkad

DOP: Daniel Garash


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