KFC campaign for its Express Pick-up has PT Usha fronting

MUMBAI: KFC India has roped in Indian athletics icon PT Usha for its new campaign to endorse its ‘Express Pick-up’ service. 

In the campaign, the company promotes its recently launched service that promises delivery within seven minutes. “The legend PT Usha epitomises 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. Our seven-minute promise is a key differentiator, ensuring minimal waiting time for the order,” Moksh Chopra, chief marketing officer, KFC India, said.

“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 ‘seven minute matlab seven minute’. The film pretty much wrote itself from there. And we were thrilled to have the legend onboard,” Ritu Sharda, chief creative officer, Ogilvy North, said.

In the opening part of the campaign film, two customers are seen walking into a KFC store. They find it hard to believe when they discover that KFC India has launched a seven-minute express pick up. They joke about how the order must be prepared by PT Usha as who else would be so fast. 

The order is readied and brought to the customers, by none other than Usha herself. The customers can’t believe what they are seeing. The legendary Queen of Speed yes but, more importantly, their order is actually ready within seven minutes. The campaign film promises ‘Taste Amaze, Mile Tez’ as orders are readied for pickup in seven minutes, or else the customers will be offered a piece of Hot and Crispy chicken free.

Moksh Chopra, chief marketing officer, KFC India, said, “The legend PT Usha epitomises all things speed and who better to convey our new express pickup service than her. In the film, she 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 pickup.”

Ritu Sharda, Ogilvy North chief creative officer, 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 superfast takeaway service, there could be no better endorser to say ‘seven minute matlab seven minute’. The film pretty much wrote itself from there. And, we were thrilled to have the legend onboard.”

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
Senior planning director: Pritish Mukherjee

Production
Production house: Ramesh Deo Production (RDP)
Director: Abhinay Deo
Senior executive producer: Apurba Sengupta