National, 18th February 2025: Deliveries at home in 10 minutes. Payments with a tap of button. Online shopping while in the middle of meetings. An AI companion for everyday tasks.
Today’s generation values physical & mental ease over anything else. So why should satisfying one’s chicken cravings be any different?
Presenting KFC’s Boneless range – Effortless & EPIC.
In a new campaign unveiled today, KFC shows how one can effortlessly indulge their chicken cravings with the finger lickin’ good Boneless range. In fact, with an easy eating ritual of “Pick, Pop, Dip, Strip”, chicken lovers can soch less and just enjoy their favourite chicken.
Aparna Bhawal, CMO, 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”
In the film, two friends are seen at a KFC restaurant where one is enjoying a hot, steaming portion of Boneless Chicken Strips, while the other is indulging in Chicken Popcorn. Then, the girl begins to PICK her crispy chicken and POP it into her mouth, while her friend dunks her piece into the DIP and takes a bite of the STRIP, as the tangy sauces drip.
Soon enough, the duo are lost in the irresistible and EPIC taste of KFC’s Boneless range. They can’t help but PICK, POP, DIP, and STRIP on loop, satisfying all their crunchy chicken cravings. In fact, for a few seconds, consumers are left wondering if the film is glitching because the girls seem to “Pick, Pop, Dip, Strip” on loop!
Anusheela Saha – National Creative Director and Head of Design, FCB India, “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! And what’s better than a repetitive ritual? Especially when it’s a new range! And that’s when we thought of the EPIC Loop! Interestingly edited, the ad makes it really tough to know whether the output is a glitch or the loop is created intentionally. Have fun watching it…and eating on loop.”
Udayan Chakravarty – National Creative Director, FCB India, “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 on TV and digital platforms, along with a robust 360-degree plan.
If you want an indulgent yet convenient, anytime on the go snack, then KFC’s crispy, finger lickin’ good Boneless range is the answer to all your cravings. Starting at Rs. 99/- , chicken lovers can enjoy two delicious boneless options from KFC’s bestselling menu.
Treat yourself to the bold flavours of the Boneless Chicken Strips. Crispy, tender, and coated with a blend of spices, they’re the ultimate snack – just dip the strip into your favourite sauce for a burst of flavours. Choose from two saucy dip options – Tandoori for desi flavor fans, and Nashville for those who like spicy & tangy flavours.
For chicken lovers who are craving something bite-sized, simply pick and pop the irresistibly flavorful Chicken Popcorn. It’s perfectly crispy on the outside and juicy on the inside, delivering KFC’s signature EPIC flavor in every bite.
It’s time to soch less and enjoy more. Chicken lovers, like the duo in the film, get ready to taste the epic with this delicious range of KFC’s bestselling boneless items. Enjoy your Boneless favourites across 1200+ KFC restaurants for dine-in and takeaway, via the KFC app, or on the website (https://online.kfc.co.in/).
Click here to watch the film
Agency Creds:
Agency: FCB India
- Group CEO, FCB Group India & South Asia: Dheeraj Sinha
- Account Management:
- CEO, FCB India: Ashima Mehra
- Executive Vice President: Anupam Chauhan
- Vice President: Sunaina Kapoor
- Brand Service Director: Priyanka Balasubramanian
- Management Trainee: Tanishka Sahay
Creative:
- CCO, FCB India: Mayuresh Dubhashi
- National Creative Director: Anusheela Saha
- National Creative Director: Udayan Chakravarty
- Executive Creative Director: Abhishek Deshwal
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- Group Creative Director: Kshitij Chandel
- Senior Creative Director: Avinash Bajaj
Planning:
- Chief Strategy Officer – Strategic Planning: Punit Singh
- Vice President – Strategic Planning: Pratyush Sharma
