Feed Your fire with KFC Flaming crunch, KFC's new TVC

KFC has launched an ad film that showcases their recent launch Flaming Crunch. It’s your favourite chicken but now a new twist to the recipe - The World Hottest Chillies, BHUT JOLOKIA.  It gives another reason for the loyal fans to come back to their favourite restaurant brand, KFC. The film has been conceptualised by Ogilvy & Mather

The film showcases a kid who won’t stop at anything while he chases his dream. It is an ode to all those who have passion for something and they don't stop pursuing their passion because of the obstacles that they face, while chasing their dreams. It talks about the "Fire in the belly” that keeps people like these going. The creative expression i.e. 'feed your fire' captures the spirit and also connects back to the product.

The film encapsulates the journey of the kid who was a basketball star in his school and along the way he finds himself in uncharted waters while being benched. In the end he re-gains lost ground by overcoming the challenges that were thrown at him.

Dhruv Kaul, CMO, KFC India said, “With this campaign the intent was to go back to the core and build flavour innovation that is in line with evolving consumer trends. Made from the hottest (ghost pepper) naturally grown chilli of the world, Flaming Crunch is a product that ignites your taste buds and fires your passion!”

Kapil Arora, President - North, Ogilvy & Mather quoted, “The new KFC ‘Flaming Crunch’ is the result of great tasting KFC chicken meeting the hottest natural chilli known to man. We were tasked not just to highlight the unique, fiery nature of the product, but also relate it to the lives of today’s youth. The resultant creative expression i.e. 'feed your fire' and communication do just that – talking to youth characterised by a fire in the belly; to those who don’t stop till they get to their goal.”

Ajay Gahlaut, ECD, Ogilvy & Mather, added, “The “flaming” aspect of the product is something we felt was begging to be highlighted. The effort was to translate that aspect into a human emotion which the consumer would easily relate to. Desire and ambition are universal human emotions. We chose to bring them alive through the triumphant story of a young boy who loves basketball but is considered too short to play the game.”

Creative Credits:

Agency name - Ogilvy & Mather, India Pvt. Ltd.
Ajay Gahlaut - Executive Creative Director
Krishna Mani - Senior Creative Director
Shailender Mahajan - Senior Creative Director
Kingshuk Dey - Creative Director
Hephzibah Pathak - Head of Advertising, India
Kapil Arora - President, Brand Head, Ogilvy - North
Niket Kumar - Vice President
Gautam Nijhawan - Client Services Director
Bhawna Vohra - Account Director
Neeraj Bassi - President, Planning
Anirban Roy - Vice President, Planning

Production House - Boot Polish Films
Shujaat Saudagar - Director, Boot Polish Films
Ashit Ghelani - Producer, Boot Polish Films