KFC India has teamed up with YouTuber CarryMinati (aka Ajey Nagar) to co-create an all-new menu offering. The launch sees KFC India and CarryMinati join forces to cook up the Saucy Popcorn.
KFC and CarryMinati will launch “Saucy Popcorn” – a mix of KFC’s Chicken Popcorn and CarryMinati’s bold style.The Chicken Popcorn is coated in a spicy and tangy Nashville sauce. For the first time ever, KFC is releasing this item in limited-edition packaging that features CarryMinati on it.
It also comes with a spork, which was CarryMinati’s idea for all his gamer buddies who want to enjoy their new snack without having to pause or get their hands messy.
Conceptualised by FCB India, a digital film has also been unveiled earlier which shows the YouTuber, dressed in a Chicken Popcorn costume. He’s being directed to pose in different styles, try out different dialogues and expressions. All in a bid to sell the Saucy Popcorn.
He drops in a series of threats for fans to buy the product varna…
“Tumhaari crush tumhe zindagi main saucy message nahi bhejegi”
“Podcast channel banaoge but koi guest nahi aaega”
“AI ko apna trauma bataoge aur wog tumhe aur trauma dekar bhaga dega”
“Har signal par KFC ka lal colour dikhega”
Link to the ad campaign:
Aparna Bhawal, CMO, KFC India and Partner Countries, said, “Today’s consumers want bold, scroll stopping experiences – whether on their feed or on their plate. And that’s exactly what KFC is delivering with our first ever co-created product. When KFC’s crispy, finger lickin’ good taste meets the main character energy of India’s biggest GenZ YouTuber, you get a menu offering that’s built to break the Internet. And the corresponding #BuyOrCry campaign launched today does just that. Targeted at GenZ, the campaign acknowledges that these audiences don’t want long-winding storytelling from brands. They want the real deal straight up. And that’s exactly what the #BuyOrCry campaign does. It calls it like it is: this drop is EPIC. So, if you miss it, run the risk of a series of everyday fails. The choice is simple — Buy. Or Cry.”
CarryMinati said, “As with all KFC lovers, I also like KFC. Furthering this likeness, along with KFC, I’m giving my take on one of the most iconic menu items, the chicken popcorn. Such a collab is amazing and of course when I had to co-create the product, I made it saucy – just like my content. I’ve had a lot of fun with the team at KFC experimenting and finding the right mix to create this limited-edition product. And moreover, they have printed my photo also on the packaging. After months of effort of co-creation – I just want everyone to try, relish and praise it otherwise you might have to deal with an unskippable ad for 15 minutes!”
Mayuresh Dubhashi, CCO, FCB India, added, “#BuyorCry – Yes, in the new campaign for KFC’s new offering ‘Saucy Popcorn’ we are actually threatening our consumers with really funny consequences if they don’t buy this amazing new addition to KFC’s already stellar menu. Brought to life by the hilarious CarryMinati, this campaign is nothing if not super disruptive. It upends classic marketing rulebooks through a massive 360 campaign. So, buy the Saucy Popcorn or else….”
