Mktg - KFC ropes in Muralitharan for new ad campaign

With an aim to reinforce its ‘Finger Lickin Good’ food proposition, quick service restaurant (QSR) chain KFC has launched a new brand campaign featuring ace Sri Lankan off-spinner Muttiah Muralitharan.

The new campaign, conceptualised by advertising veteran Piyush Pandey, will see Muralitharan taking to the cricket field and forgetting all about his beloved sport as he remembers the finger licking good taste of KFC’s popular Zinger burger that he has consumed just before the match. The first advertisement from the campaign will go on air on 21st November 2008.

“The new campaign builds on our Finger Lickin Good proposition. It takes up from where the previous campaign on enjoying a bucket of chicken with friends left off. Muralitharan’s signature bowling style provides a perfect fit for this campaign and helps bring out the lust consumers have for our products,” Unnat Varma, Marketing Director, KFC said.

Further, KFC recorded 50 per cent growth this year on the back of new products and brand promotions. In India, the brand is currently present in 10 cities with 42 outlets and hopes to continue its expansion next year as well. The Indian QSR market is growing at a CAGR of 10 per cent annually and has players like McDonald’s, Domino’s and homegrown Nirula’s among others.

"Around the world, KFC is known for its finger-licking good food. In fact, this is their worldwide tag line. I think the new commercials featuring Murlitharan bring the proposition alive in a refreshing and fun way. I am sure these commercials will not only excite the viewers but they will also get them into KFC outlets," said Piyush Pandey, Executive Chairman & National Creative Director Indian & South Asia, Ogilvy & Mather.