How KFC India redefined the meaning of value meals for QSRs

Rasika Fernandes, Nisha Ganneri, Amarinder Butalia and Disha Dhami

Fast-food brand KFC used TV, PR and social media to launch its new value meal and break McDonald's stranglehold on the market in India.

Campaign details

Brand: KFC 5 in 1 Meal BoxBrand owner: YUM FoodsLead agency: Ogilvy & MatherContributing agencies: Blink, Edelman Public RelationsCountry: IndiaIndustries: Restaurants & takeawaysMedia channels: Events & experiential, Packaging & design, Point-of-purchase, in-store, Product sampling, Public relations, Social media, TelevisionBudget: 1 - 3 million

Executive summary

What do you do when you are given the task of launching yet another QSR combo meal in a market cluttered with combo meals? In a world dominated by arch-rival McDonald's? In a place where meals have become synonymous with...

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