Introduces global tagline, ‘So Good’ and its first ever brand campaign in India conceptualized by Ogilvy Delhi
BestMediaInfo Bureau | Delhi | March 16, 2012
KFC, the youthful quick service restaurant brand has launched its global tagline, ‘So Good’ in India, with its first thematic campaign in India. Aimed at recognizing and embracing real, genuine moments of shared joy; the new campaign invites consumers to take a ‘Time Out’ from their hectic lives and head to KFC for a So Good experience over craveable food and beverages.
Taking the So Good, Time Out @ KFC experience to the next level, the brand has introduced Radio KFC, a branded channel that plays a great mix of international music in the store. This is in addition to KFC’s promise of finger lickin’ good food; relaxed and youthful ambience along with friendly and quick service.
Dhruv Kaul, Director – Marketing, KFC India said, “Our Finger Lickin’ Good tagline successfully communicated our promise of offering great tasting food and beverage. Taking it to the next level, our new global tagline, So Good highlights the complete enhanced ‘Time Out @ KFC’ experience that includes great tasting food served in contemporary & comfortable setting; warm & friendly service and a lot more reasons to hang out with your friends.”
“At KFC, we are changing the traditional QSR (Quick Service Restaurant) thinking; our initiatives like Krushers Kafeccino range of cold coffees, Streetwise value layer and the latest, Radio KFC are all designed to strengthen our position of a preferred place to hang out”, he added.
KFC campaigns in India till date have all focused on the brand’s great tasting products and So Good is the first brand experience led communication in the country. It is supported by a thematic TVC, exciting radio and digital promotions and in-store collaterals.
The new TVC is developed by Ogilvy & Mather and revolves around the theme ‘Time Out @ KFC’. The film narrates the story of a stressed out young working professional who is encouraged by all around him to take a time out. From his colleagues to strangers on the road, everyone helps him make his way to KFC for a ‘so good’ time. The catchy song in the background captures the essence of the campaign with a line, ‘Zingadi Hai So Good, Zaraa Chakh Ke Dekh’.
Speaking about the campaign, Ajay Gahlaut, Executive Creative Director, Ogilvy Delhi said, “The youth today are a focused, driven and ambitious lot and in the process of chasing their dreams, they often tend to miss out on smaller joys of life. KFC reminds them that it’s important to take a Time Out from their daily grind and let their hair down once in a while.”
The brand has also launched exciting radio and digital promotions. For the first time ever, an innovative contest on Facebook invites consumers to design their own So Good bucket. KFC fans can unleash their artistic skills and design a limited edition bucket which will be available at the stores for 2-months. With the help of an engaging radio promotion, consumers can call and nominate their friends who are bogged down by work for a time-out at KFC. The most deserving consumer will get a free time out meal at KFC along with his friends.
Creative Agency: Ogilvy & Mather
Production House: Chrome Films
Director: Amit Sharma
Lyrics: Amitabh Bhattacharya
Music: Clinton Cerejo
who is the male model in the ad?