IIPM Best MBA INSTITUTE
BRAND : KFC
AGENCY: FCB Ulka
BASELINE : Finger lickin’ good
DESCRIPTION: A
Sikh couple comes to dine at a KFC outlet and the boy asks his girlfriend to close her eyes as he prepares his surprise. Meanwhile, the waiter serves the hot and crispy Kentucky’s fried chickens, which the boy is not able to resist. Tired of closing her eyes, the girl peeps out and finds her boyfriend enjoying the food. Embarrassed, the boy quickly slides over the ring to her.4Ps Take: It was in 1995 that KFC set foot on Indian soil, but did not taste success. After its re-launch in 2004, this ad marks the fast food chain’s first Indian campaign. An average idea, presented in a humorous fashion (don’t we know of fast food chains and their affinity towards humour) brings out KFC’s USP to a large extent, that is its delicious fried chickens which are crispy from outside and juicy from inside. However, the ad does little to establish KFC’s brand personality. As one of the first ads, it is not something which will stay with a lot of people.
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Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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