Mumbai: KFC has launched its exciting new campaign for its Boneless range, introducing a fun and effortless eating ritual: “Pick, Pop, Dip, Strip.” This fresh campaign highlights the ease of enjoying KFC’s boneless chicken and emphasizes the perfect snack for today’s busy, convenience-driven world.
In an age where consumers value physical and mental ease – from home deliveries in minutes to AI companions assisting in daily tasks – KFC is offering a simple, enjoyable way to satisfy chicken cravings. The Boneless range provides just that: Effortless and EPIC indulgence.
Aparna Bhawal, CMO of KFC India & Partner Countries, said, “KFC’s Boneless range is a hot seller, loved by hardcore chicken fans for its finger lickin’ good crunch and by new consumers for its ease of eating. In fact, it’s often the first pick for those trying KFC for the first time. Perfect for any occasion, any age group, and group size, the range delivers effortless indulgence, offering both physical and mental ease of eating. Our new campaign film brings this to life with a fun & creative ritual—snacking on KFC’s Boneless Chicken Strips and Chicken Popcorn is as easy as ‘Pick, Pop, Dip, Strip’. The Boneless range is so effortless and irresistible that once you start, there’s no stopping.”
The campaign film follows two friends at a KFC restaurant, where one enjoys Boneless Chicken Strips and the other indulges in Chicken Popcorn. They easily follow the “Pick, Pop, Dip, Strip” ritual, with the girl picking her crispy chicken, popping it into her mouth, dipping it into sauces, and enjoying the strips. This playful loop of indulgence continues, creating an irresistible desire for more.
Anusheela Saha, National Creative Director and Head of Design at FCB India, said, “KFC is launching their Boneless Range, and we saw an opportunity to play with a new ritual of eating—almost like teaching consumers the ease of eating KFC Boneless! What’s better than a repetitive ritual? Especially when it’s a new range! That’s when we thought of the EPIC Loop! The ad makes it tough to know if the glitch is intentional or the loop is a creative device. Have fun watching it… and eating on loop.”
Udayan Chakravarty, National Creative Director at FCB India, added, “How we consume chicken popcorn and strips collided into how we consume content to give us a hot take on bringing this one to life. If you’ve ever had a bite of KFC boneless, you’ll know that there’s no way you can stop at a single bite. Between the pick and the dip and the journey to the lip, it’s an epic loop you’ll love being stuck in – and we used that as the creative device to take the story to town – capturing not only product and consumer but also the viewer in it.”
The campaign will run across TV and digital platforms, backed by a comprehensive 360-degree marketing strategy.
For those seeking a delicious, on-the-go snack, KFC’s Boneless range is the answer. Starting at just Rs. 99, chicken lovers can indulge in two delicious options from KFC’s bestselling menu: the crispy Boneless Chicken Strips and bite-sized Chicken Popcorn. The Boneless Chicken Strips come with two saucy dip options: Tandoori for those who love a desi twist, and Nashville for fans of spicy, tangy flavors. For a quick and easy bite, Chicken Popcorn offers the perfect balance of crispiness and juiciness in every piece.
