KFC has roped in Sri Lankan off-spinner Muttiah Muralitharan to promote its ‘Zinger’ Burger. A new TVC that broke across channels on November 21, uses the Murali’s unique bowling action to drive home KFC’s ‘Finger Lickin’ Good’ brand proposition. The campaign has been conceptualised by O&M’s Piyush Pandey.
Unnat Varma, Marketing Director, KFC, “While KFC is very well known globally, in India, it has a lower awareness. So, the brief was to create this awareness along with the brand’s USP of ‘finger lickin’ good’ food.”
Speaking on the creative thought process behind the TVC, Titus Upputuru, Senior Creative Director, O&M, told exchange4media, “Worldwide, KFC is known for its unique taste that makes anyone lick their fingers. So, it made sense to build that property. The brief was to build brand salience for KFC, and I think we’ve got some memorable stuff on TV. As to why chose Muttiah for the ad? The idea came from Piyush Pandey, who has also conceptualised the TVC. As any cricket loving guy would know, Murali has a unique bowling action where he wets his fingers. KFC is all about finger lickin’ good food. The idea was putting the two together.”
Varma added here, “We opted for Murali as he is known to be a ‘finger licking’ bowler. He always licks his fingers to grip the ball. This campaign gives the brand a bigger stature.”
The new campaign is all about the unbeatable taste and pleasure one experiences while having KFC’s fare and how the taste remains long after the meal is over. The film opens at a cricket stadium where Murali is getting ready to bowl. A hush falls over the stadium as he gets ready for the run up. Then he begins licking his fingers, which is part of his unique bowling action. Suddenly he goes into a trance and continues licking his fingers with a lot of relish, much to the bewilderment of the other cricketers and the crowd. Cut to a ‘super’ on the screen, which reads ‘Before’ and one sees Murali at a KFC restaurant enjoying a ‘Zinger’ burger, which has him licking his fingers in gastronomic satisfaction.
This is the first time KFC is using a well-known face in its ads in India. Commenting on the future plans to use more brand ambassadors, Varma explained, “We do not use celebrities just for celebrity’s sake. There has to be a good fit with the brand proposition. If a particular celebrity helps to accentuate the brand, we shall go ahead with the same.”
He added that KFC’s association with Murali was limited to this ad campaign only and that he had not been signed on as brand ambassador. “However, when we were brainstorming on how to bring the ‘Finger Lickin’ Good’ proposition alive, Murali was the perfect fit. His unique bowling style and his immense fan following gave us just the right opportunity to highlight our unique offering,” Varma further said.