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KFC’s New Spot For ‘Double Down’ Will Make You Forget the ‘Burger’

MediaInfoline October 30, 2017

KFC India just released a set of digital films for the most talked about burger in town – the KFC Double Down. If you are wondering what’s so epic about this one, it’s the country’s first-ever all chicken no bun burger.  With a burger so unique, the communication had to stand out.

The digital film hooks the viewer with the question: “Ever imagined a burger without a bun?” This is followed by very inviting and appetising visuals of two succulent chicken fillets, delicious sauces and cheese (no-bun) coming together to form the KFC Double Down.  In case you are wondering, “What happened to the bun?”, the film ends with people using the now unnecessary bun as funny props – bunny ears / eye masks. This fun enticing story is revealed in a quick 15-sec format!

Lluis Ruiz Ribot, CMO, KFC IndiaKFC Double Down is a burger like no otherWith the digital film, we wanted to highlight our core proposition of all -chicken, no bun and for a product that is so distinctive, the communication had to be distinctive, quirky and confident. Since we are releasing this only on the digital medium, we had to do this in a crisp and short 15-second format. This film does all that and is sure to make people reach out for the Double Down.

Ajay Gahlaut, Deputy Chief Creative Officer- Ogilvy India; Chief Creative Officer- Ogilvy North: For us the product itself was so interesting, the idea just came from its form. The absence of buns in a burger is a first and that had to be amped up. Our stories flowed naturally from there.

You may watch the films on –


Account Management: Kapil Arora – President – Ogilvy Group, North

Amarinder Butalia – Senior Vice President

Kankana Ghosh– Client Services Director

Kkanchan Mittal – Senior Account Executive

Creative: Ajay Gahlaut – Deputy Chief Creative Officer-Ogilvy India & CCO Ogilvy North

Shailender Mahajan – Senior Creative Director

Krishna Mani – Senior Creative Director

Srikanta Behera – Associate Creative Director, Art

Aastha Gandhi – Associate Creative Director, Copy

Planning: Rasika Fernandes – Senior Vice President

Production House: Malda Unltd

Director & Producer:  Ayan Das


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