Mumbai: KFC has unveiled a new campaign for its Crispy ShaWOWrma Wrap, featuring Bengaluru-based cricketer Jitesh Sharma in a playful, high-energy avatar that blends sport with food indulgence.
The campaign film, released on Jitesh Sharma’s Instagram handle, showcases the wicketkeeper-batsman in a never-seen-before light, moving away from his composed on-field persona to a more spontaneous and expressive side. The video opens with a doorbell moment that introduces him to the KFC Crispy ShaWOWrma Wrap, triggering a series of humorous and relatable reactions.
As the narrative unfolds, Sharma’s daily routine—from wicketkeeping drills and workouts to leisure moments—gets comically interrupted by his growing obsession with the wrap. The campaign builds on the quirky wordplay “ShaWOWrma with Sharma,” reinforcing recall while highlighting the product’s convenience and taste appeal.
Designed as a digital-first initiative, the campaign leans into snackable storytelling and social media engagement, aligning with KFC’s strategy to connect with younger audiences through culturally relevant content and influencer-led narratives.
Cricketer, Jitesh Sharma said, “Just like on the field I’m all about sixes; off the field when it comes to my fav foods, I’m all about taste, ease and convenience. That’s why the KFC Crispy ShaWOWrma Wrap hits like a six every time. And ShaWOWrma with Sharma is the best representation of how I enjoy it anytime, anywhere. Trust me, the KFC Crispy ShaWOWrma Wrap is the real man of the match.”
With this campaign, KFC continues to leverage celebrity partnerships and humor-led storytelling to drive product discovery and strengthen its presence in India’s competitive quick-service restaurant market.
