KFC's new 'Double Down' is all-chicken and no bun burger

KFC India just released a set of digital films for the KFC Double Down. If you are wondering what’s so epic about this one, it’s the country’s first-ever all-chicken, no bun burger. With a burger so unique, the communication had to be stand out. The campaign has been conceptualised by Ogilvy & Mather North.

The digital film hooks the viewer with the question ‘Ever imagined a burger without a bun?’. This is followed by visuals of two succulent chicken fillets, delicious sauces and cheese (no-bun) coming together to form the KFC Double Down. In case you are wondering ‘What happened to the bun?’, the film ends with people using the now unnecessary bun as funny props – bunny ears/eye masks.

Lluis Ruiz Ribot

Talking about the film, Lluis Ruiz Ribot, CMO, KFC India, said, “KFC Double Down is a burger like no other. With the digital film, we wanted to highlight our core proposition of all-chicken, no bun! and for a product that is so distinctive, the communication had to be distinctive, quirky and confident. Since we are releasing this only on digital, we had to do this in a crisp and short 15-second format. This film does all that and is sure to make people reach out for the Double Down.”

Ajay Gahlaut

Ajay Gahlaut, Deputy Chief Creative Officer, Ogilvy India, Chief Creative Officer Ogilvy North, said, "For us the product itself was so interesting, the idea just came from its form. The absence of buns in a burger is a first and that had to be amped up. Our stories flowed naturally from there."

The TVC: 

Credits:

Account Management:

President: Ogilvy Group Companies, North: Kapil Arora

Senior Vice-President: Amarinder Butalia

Client Services Director: Kankana Ghosh

Senior Account Executive: Kanchan Mittal

Creatives:

Deputy CCO, Ogilvy India, CCO, Ogilvy North: Ajay Gahlaut

Senior Creative Director: Shailender Mahajan

Senior Creative Director: Krishna Mani

Associate Creative Director, Art: Srikanta Behera

Associate Creative Director, Copy: Aastha Gandhi

Planning:

Senior Vice-President: Rasika Fernandes

Production House: Malda Unltd

Director and Producer: Ayan Das

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