How unlikely friendships helped KFC India win

Rasika Fernandes, Nisha Ganneri, Amarinder Butalia and Disha Dhami

Fast-food brand KFC used a multichannel approach to relaunch its Variety Bucket as the Friendship Bucket to appeal to millennials in India.

Campaign details

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

Executive summary

How do you get an entire generation of millennials to consider a brand that has become irrelevant to them? And how do you do this with no "new news" as far as product innovation is concerned? How does one create excitement around the ubiquitous KFC...

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