Could this be a bit of ambush marketing from the KFC camp, taking not-so-subtle jibes at a rival burger brand?
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The brand's recent TVC, conceptualised by Ogilvy India, asks people to love their own real Zinger burger in their own way.
Why be lost in the crowd, raho asli, raho proud, says KFC for its Zinger Burger ad
The film opens with a window view through a KFC bucket with the dialogue - Be weird, be brown, be messy, be a clown, be imperfect, go to town'. Each of these is accompanied by a corresponding visual of an individual holding a Zinger burger in their hands, being their unapologetic original selves. The ad concludes with the iconic Colonel Sanders, albeit a tad Indianised, who confidently states - "Why be lost in the crowd, raho asli, raho proud (stay real, stay proud)".
This particular Zinger Burger that the brand claims is quite well-loved for its signature crispy, juicy 100 per cent chicken fillet is set to hit the KFC menu with a little more zing.
What really piqued our interest was the addition of a clown thrown amidst this range of assorted individuals. Could this be a jibe at the competition; the one with the clown mascot who has a similar offering?
Talking about the film, Moksh Chopra, chief marketing officer, KFC India, says in a press note, "Zinger is KFC's signature burger and has been a constant in our menu with unconditional love from KFC lovers. The film shows people from different backgrounds embracing their original self and holding their favourite Zinger burger."
We wondered (and rightfully so!) why Yum! Brands-owned fast-food chain, KFC would suddenly feel the need to restate/clarify the usage of 100 per cent real chicken in its burgers to its consumer base.
And then we recalled a rather shocking finding published by Forbes India recently that claims that most of the burger players in India use only 30-60 per cent chicken in their burgers. The rest of the ingredients include fillers such as bread crumbs, potato starch, soy granules, spices and coating, according to seasoned food experts and former high-ranking quick service restaurant (QSR) executives.
That helped clear things up. Perhaps this is its way of assuring loyal consumers that the brand shouldn't be considered a part of that list. In light of that, it would then seem like the use of a clown in the ad just might have some context to its rivals. The brand or agency was unavailable for comment.
Ritu Sharda, chief creative officer, Ogilvy North, says, "The best part of the campaign is that it encourages everyone to be their real self while enjoying a Zinger their way."
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