KYOORIUS CREATIVE AWARDS - Press (Press Advertising)

Think fried chicken - Yum Restaurant India Pvt Ltd - KFC JPG
Think fried chicken - Yum Restaurant India Pvt Ltd - KFC JPG

Think fried chicken
Brand: KFC
Client: Yum Restaurant India Pvt Ltd
Entrant: Ogilvy India

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Think fried chicken - KFC - Yum Restaurant India Pvt Ltd

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Entry Title: Think fried chicken
Brand: KFC
Client: Yum Restaurant India Pvt Ltd
Entrant Company: Ogilvy India
Description: KFC. The market leader in the Indian fried chicken category. Since 1995.
Enter 2021. The competition wanted a piece of the bucket.
Popeye’s, KFC’s biggest competitor, was set to launch in India in a month.
KFC couldn’t just sit there and fry our own business.
We needed to tell them who’s boss.
So how did we say we’re the kings of fried chicken?
We didn’t say it. We let people say it.
We designed a whole campaign with:
No logo.
No Colonel Sanders.
No brand guidelines.
Just our iconic fried chicken.
Plastered across the city where Popeyes was set to launch.
Outdoor. Print. Posters.
Just the texture of our crunchy golden chicken.
And one simple line.
THINK FRIED CHICKEN. THINK _ _ _
We didn’t say it.
Everyone else did.
And the numbers reflected it.
94% of consumers identified the ad as KFC, there was a 15% spike in brand distinctiveness and relevance, a 10% spike in top-of-mind recall, a 12% spike in footfalls in stores close to hoardings and most of all - market dominance remained intact.
All this, without a single logo. Time for a mic drop yet?
Company Credits: Ogilvy India
Individual Credits: Kainaz Karmakar - Chief Creative Officer, India
Individual Credits: Sukesh Nayak - Chief Creative Officer, India
Individual Credits: Harshad Rajadyaksha - Chief Creative Officer, India
Individual Credits: Ritu Sharda - Chief Creative Officer
Individual Credits: Shailender Mahajan - Executive Creative Director
Individual Credits: Kingshuk Dey - Group Creative Director
Individual Credits: Aastha Gandhi - Creative Director
Individual Credits: Srikanta Behera - Creative Director
Individual Credits: Kashif Shakeel - Creative Supervisor
Individual Credits: Sumana Chopra - Creative Supervisor
Individual Credits: Vivek Mehra - Creative Controller
Individual Credits: Mohit Singla - Associate Creative Director
Individual Credits: Aditi Sobti - Vice President, Account Management
Individual Credits: Abhishek Walia - Client Services Director, Account Management
Individual Credits: Chandni Ahuja - Management Supervisor, Account Management
Individual Credits: Deboshree Lahiri - Account Director, Account Management
Individual Credits: Palak Mehrotra - Account Supervisor
Individual Credits: Pritish Mukherjee - Vice President, Strategy
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