Mumbai: KFC has recently introduced ‘7-min Express Pick-Up’ offering in India. It is a one-of-a-kind service that is designed to minimize wait time when you’re craving some crispy, juicy, fried chicken. The speedy new service was first announced on digital platforms through a digital film, featuring none other India’s track and field athlete PT Usha, a name synonymous with speed.
The same express thinking can now be seen on TV, as a result of KFC’s innovative use of In-Content Advertising (ICA) in collaboration with Whisper Media, a global leader in digitally embedded ICA integrations. KFC chose to go with the new format to promptly reach its target audience and remind them about the 7-minute promise by using just 7 seconds of airtime.
Commenting on the campaign Moksh Chopra, Chief Marketing Officer, KFC India said, “The latest brand messaging for the ‘7-min Express Pick-Up’ is fun and quirky but most of all quick. So, we were looking for similar advertising formats to break through the clutter while increasing our brand visibility. We wanted to remind consumers about the ‘7-min Express Pick-Up’ as swiftly as the service, so as not to take their attention away from their favorite shows, thus we integrated our brand messaging within the TV programming through Whisper Media’s ICA 7-second campaign.”
Adding on, Guneet Anand, Global Revenue Head, Whisper Media said, “KFC is a key client for Whisper Media, and they have done multiple campaigns with us over the last one year. This campaign becomes even more special as they had an exclusive Whisper ICA engagement on Disney-Star and Zee Network”.
Powered by Whisper Media’s tech-enabled offering, KFC’s ICA campaign was seen at various carefully placed signposts and hoardings to engage with fans consuming TV content. The innovative campaign seamlessly integrated KFC’s messaging into TV programming and was featured in the top shows across nine channels in six regional markets, including Star Plus, Zee TV, Star Jalsha, Zee Bangla, Zee Kannada, Star Suvarna, Zee Telugu, Star Vijay and Asianet.