What happens when billboards stop being static ads- and start becoming a cinematic experience?
That’s exactly what KFC India and WPP Media pulled off with their latest “Feastival” campaign in Mumbai. The result? A red-and-white visual trail that turned the city’s most iconic ad strip into a “long food story” commuters couldn’t look away from.
A citywide spectacle in motion
Stretching across Mumbai’s busiest artery, the campaign reimagined outdoor advertising as a sequential story. Each adjoining billboard played a frame in KFC’s visual film- from close-ups of juicy burgers to hand-to-product transitions that synced perfectly with traffic flow and signal halts.
The strategy was both simple and brilliant: By mapping vehicle speed, viewing angles, and commuter rhythm, WPP choreographed a real-time narrative that made appetite move with the city.
The idea: From outdoor plan to cultural moment
Instead of treating each billboard as an isolated placement, WPP treated the skyline as a canvas of continuity. The hero “Feastival” board led the story, followed by four crowd-favorite comebacks- Gold Burger, Chizza, Double Down, and 9 Pieces for ₹299- each designed to make viewers crave the next one.
The impact
Selfies, stories, and pitstops followed. Linking Road and Khar saw an instant spike in footfalls as Mumbaikars followed the trail — both literally and on social media.
Why it worked
The campaign created both buzz and recall as outdoor ads became experiential, appetite became action, and advertising became culture.
Takeaway for marketers:
Sometimes, the best way to capture attention isn’t to shout louder- it’s to tell a story that moves with your audience.
