The creative fraternity gives a thumbs-up to the television commercial, cleverly crafted by Ogilvy & Mather
BestMediaInfo Bureau | Mumbai | May 10, 2016
If you thought brand wars were a thing of the past, you’re wrong. Kentucky Fried Chicken (KFC) just cocked a snook at an invisible market rival in a cleverly crafted commercial. Sparring campaigns have been legendary among brands of colas, smartphones, publications and even coffee shops. Now quick service restaurants (QSR) seem to be fencing for market share.
Kentucky Fried Chicken launched a series of commercials for its latest offering, a 5-in-1 Zinger Meal Box, during the cricket tournament season, which boasts of being #SabPeBhari ? implying that it was a superior offering to that of rival fast food chains. The 5-in-1 Zinger Meal Box is the second avatar of KFC’s complete lunch box containing the iconic Zinger burger.
The film begins with a protagonist taking his Zinger meal box to a bench in a park, where another fast food enthusiast is digging into a similar looking cardboard container. As he settles down on the bench with his red Zinger meal box, the bench weighs down with the load of his weighty meal, lifting up the other end of the bench like a see-saw!
The other man with the lighter lunch box slides towards the protagonist and his Zinger meal box. The background narration is ‘KFC Zinger 5-in-1 meal, sab meals pe bhari’ (it costs all other meals dear). As the voiceover ends, the person slides further towards the protagonist and angles for a bite of his “weighty” meal.
Commenting on the campaign, Lluis Ruiz Ribot, CMO, KFC India, said, “The new TVC shows just how filling the 5-in-1 Meal Box can be in comparison to other meals, especially now that consumers can get their favourite KFC Zinger in the meal box, making it truly ‘Sab Pe Bhari’! The TVC urges consumers to not settle for less in the name of affordability, when they can get a complete meal at a pocket friendly price with the KFC 5-in-1 Meal Box.’’
Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather, said, “When you get a great product offering and a client who gives you freedom, advertising becomes fun. And that is what working on the 5-in-1 box was. Mad, crazy, fun!”
Mustafa Kapasi, Senior Creative Director, Scarecrow Communications, said, “A cheeky inverse of weight loss ads! It is an interesting way to sum up the product benefit visually. Good chemistry between characters. Burp!”
Ninad Umargekar, Head of Strategic Planning, Taproot Dentsu, said, “This is 20 seconds of great delivery on everything that a good ad should be. Firstly, and thankfully, it is not creativity for the sake of it. It keeps the product central to the proposition and the idea. It's a great demonstration to those brands who merely tell interesting stories for the sake of social media likes and shares without bothering about effectiveness.”
Umargekar added, “Secondly, the brand is unmissable without it being blatant. “Thirdly, I loved the execution device. It's entertaining, grabs attention and stays with you. Great work. The idea has many possibilities and I hope they go crazy with it. Maybe they can go to Worli sea face and tilt a bench there. They can tilt their own serving counter for a day or hang the box on street lights and show them tilted.”
Umargekar saw the dig at the ‘Happy Meals’ rivals in the market, but emphasized that the focus was completely on their product. “It's very cleverly done. Sometimes brands get obsessed with competition in competitive advertising. That's not the case here,” he said.
Client: KFC India
Creative agency: Ogilvy & Mather
?Executive Creative Director: Ajay Gahlaut
Senior Creative Director: Krishna Mani, Shailender Mahajan,
Writers: Shailender Mahajan, Shreyans Gupta, Krishna Mani
Director: Shujaat Saudagar