KFC India has rolled out a campaign 'Taste The Epic' to showcase a new avatar of some of their classic menu offerings.

Conceptualised by FCB India, the campaign consists of an ad film. The film begins at a college fest where a bored Gen Z crowd craves more. Two friends leave the concert, searching for greatness, until they stumble upon a KFC restaurant. The sight of its glowing red windows draws them in, captivated by the variety of menu items. The duo on-screen is transfixed as they can't decide what to eat amongst an array of choices. The voiceover brings alive how they are going to discover greatness in shapes unseen and ways unheard, all while drool-worthy food and the unmissable loud crunch of KFC favourites play on the screen. The protagonists are lost in the world of KFC and it’s only when asked, “Are you ready to order?”, that they return to reality, ready to indulge in their KFC favourites. 

What we think about it: It taps into Gen Z's craving for novelty, turning menu items into epic experiences. With dynamic visuals and a bold voiceover, it also amplifies brand recall. While it doesn’t introduce new offerings, the film’s concise execution ensures strong resonance with the target cohort.

Aparna Bhawal, CMO, KFC India and partner countries, said, "Nobody makes chicken like we do, or offers the kind of abundant variety KFC has. 'Taste the Epic' is a bold celebration of KFC’s unmatched taste and variety. Right from cult favourites like Hot & Crispy to boneless snacking options like Chicken Popcorn, to a variety of burgers, rolls and more, there’s something for everyone - whether existing brand loyalists or those trying our food for the first time. The new campaign film, which is the first piece of work showing the fresh, dynamic look of our iconic brand, is based on the insight that “good’ just isn’t enough. Today's generation wants bigger, bolder, and more from everything and every experience. And that’s exactly what they get at KFC – an epic meal and experience every single time. Consumers will get to experience KFC's new look & feel over the next few months across various touchpoints.”

Ashima Mehra, CEO, FCB India, "In an overstimulated world, where 'good' is no longer enough, the campaign captures the relentless pursuit of elevated experiences of today's generation. It’s no longer about meeting expectations but exceeding them. And that’s exactly what KFC’s golden, crispy chicken in a variety of irresistible flavours and forms delivers. It's not just good, it’s epic!” 

Mayuresh Dubhashi, CCO, FCB India, “KFC is all about taste that’s unmatched, served in formats that are unmatched too. From the Zingers to the Popcorn, to the Bucket; you name it and KFC has got it. The one right superlative for all this is epic. Nothing less than that will do. This new campaign is an ode to this feeling, done in a new and exciting way; a trailer almost, for something epic coming India’s way. A sort of a cool, irreverent response to the sentiment of the generation that feels even good is not good enough now.” 

The campaign will run across TV and digital platforms.

CREDITS:

Client: KFC

Agency: FCB India 

Group CEO, FCB Group India and South Asia: Dheeraj Sinha

Account Management:

CEO, FCB India – Ashima Mehra

Executive vice president – Anupam Chauhan

Vice president – Siddharth Kapoor

Brand service director – Priyanka Balasubramanian

Brand service executive – Pragnaya Jhunjhunwala

Creative:

CCO, FCB India – Mayuresh Dubhashi

National creative director – Anusheela Saha

National creative director – Udayan Chakravarty

Creative group head – Mayur Kumar

Copy supervisor – Aakash Aher

Strategy:

CSO, FCB India - Punit Singh

Vice president - Pratyush Sharma