KFC gets the Queen of Speed, PT Usha to promote its express pick-up

• KFC has launched a new campaign.
• Conceptualised by Ogilvy India, this campaign features PT Usha to promote KFC's express pick-up.

What happens when the Golden Girl of the track meets your favourite golden, crispy KFC chicken? Whatever be the outcome, it’s bound to come at an express speed. In a new campaign film, KFC India announced the launch of their new ‘Express Pick-up’ service endorsed by none other than the Queen of Speed herself - PT Usha! The brands promises that the order will be ready for pick-up in 7 minutes. The campaign film promises ‘Taste Amaze, Mile Tez’ as orders are readied for pick-up in 7 minutes; else customers are offered a piece of Hot & Crispy chicken free.

Getting us up to speed on KFC’s new service and the quirky film showcasing it, Moksh Chopra, Chief Marketing Officer, KFC India, says, “The legend PT Usha epitomizes all things speed and who better to convey our new Express Pick-up service than her. In the film, PT Usha doubles up as a high-speed chef in the KFC kitchen, with the Colonel by her side, cheering her on. So if you are out and need to pick up some KFC on the go, or have a group of friends visiting and need to pick-up KFC favs for all, simply go for KFC's Express Pick-up. Not only will your order be ready for pick-up in 7-minutes, but it will also be marked by the signature taste of KFC & packed safely. Our 7-minute promise is a key differentiator, ensuring minimal waiting time for the order. So, get set to give in to your KFC-ravings in just 7 minutes, kyuki haan, PT Usha bana rahi hai!”

Talking about getting on-board KFC’s Express Pick-up, PT Usha said, “KFC India is already known for their signature taste and is now breaking all speed limits on pick-up orders with their Express Pickup service. While ‘speed’ is certainly thrilling for me, this even takes it a notch higher with express. The concept itself was so exciting that I jumped at the opportunity of featuring in the campaign, alongside the beloved Colonel. It was a real pleasure being a part of the campaign, serving up some Hot & Crispy KFC chicken, all within 7-minutes. Now this is one Express service that has the PT Usha seal of approval!”

Ogilvy North, Chief Creative Officer, Ritu Sharda, shared, "Since we’ve been kids, speed has had only one name: PT Usha. The fact is, even now, PT Usha is the icon for speed in India. So, for KFC’s super-fast take away service, there could be no better endorser to say ‘7 minute matlab 7 minute’. The film pretty much wrote itself from there. And we were thrilled to have the legend onboard.”

The film opens with 2 customers walking into a KFC restaurant and reading about the 7-minute Express Pick-up promise. Not quite believing it, they joke about how the order must be prepared by PT Usha, because how else would it ever be ready in 7-minutes. Next, we see the Colonel blowing a whistle to mark the start of 7-minutes and the chicken gets prepared in the kitchen, going through different stages to finally being packed (looking just as delicious as always), ready to be picked-up by the customers. Imagine the jaw-dropping moment when the order is brought to the customers, by none other than PT Usha herself. The customers can’t believe what they are seeing - the legendary Queen of Speed yes, but more so that their order is actually ready within 7-minutes. Now that’s what you get when PT Usha and Colonel Sanders come together - Taste Amaze, Mile Tez!

Agency Credits:

Creatives:

Chief Creative Officer: Ritu Sharda
Group Creative Director: Shailender Mahajan
Senior Creative Director: Kingshuk Dey
Creative Director: Aastha Gandhi
Associate Creative Director: Srikanta Behera
Copy Supervisor: Kashif Shakeel

Account Management:
Executive Vice President: Atif Rahman
Vice President: Aditi Sobti
Management Supervisor: Chandini Ahuja

Planning:

Head of Strategic Planning: Rohitash Srivastava
Sr. Planning Director: Pritish Mukherjee

Production:
Production House: Ramesh Deo Production (RDP)
Director: Abhinay Deo
Sr. Executive Producer: Apurba Sengupta