How KFC is grabbing eyeballs with its 'Original Celebrity Burger' at Madame Tussauds Delhi

Moksh Chopra, Chief Marketing Officer, KFC India, tells us about taking the offbeat marketing route and more

by Dolly Mahayan
Published - Aug 22, 2019 8:17 AM Updated: Aug 22, 2019 9:01 AM

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Zinger Burger

Madame Tussauds Delhi has a new entrant and this time it is not the wax statue of any politician, Bollywood actor or sports star, but KFC’s signature classic Zinger Burger.

KFC India has taken an offbeat marketing route and unveiled the wax statue of its ‘Original Celebrity Burger.’

“Our burger is not less than a celebrity,” said Moksh Chopra, Chief Marketing Officer, KFC India. “We didn’t want to just put an advertisement about the product, we thought of doing something unique, which nobody has touched upon. It’s important to be creative and innovative in today’s time to grab the attention of millennials”.

The installed wax burger is '1.5 times bigger' than the edible one. As, Madame Tussauds is globally known for their lifelike figures of famous personalities, the Zinger Burger has also been created using precise measurements and photographs by skilled artists and sculptors to capture exact details.

“The fact is that, while we put some marketing money behind, we hope the idea to be much more powerful,” Chopra added. The brand till now has 400 restaurants across the country and it will add another 100 outlets before 2020, he shared.

“We’ve crossed 107 cities in India; the brand has plans to invest in every single city. In a matter of time it will cross 150 soon,” he added.

KFC has increased its marketing spends on the digital medium. In the last few years, there have been 2-3 times increase in the digital spends. However, TV is still the biggest medium and digital is next to it.

On the preferred advertising mediums of the brand, Chopra said, “There’s no preferred one. Different mediums help us on different objectives. TV works best for driving reach and most efficient way to reach the consumers. Digital gives consumer engagement.

Earlier in 2017, as part of a marketing stunt, KFC had sent one of its Zinger burgers as high as the earth's upper atmosphere, where it floated for a few days before retreating back home.

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