KFC's 'Aaj ka Special' looks to break monotony of daily fare

KFC's 'Aaj ka Special' looks to break monotony of daily fare

Brand tempts customers to give in to cravings with new ad campaign

KFC

NEW DELHI: Slow braised with the choicest of ingredients, infused with flavourful spices and presented like poetry on a plate – a karela (bitter-gourd) would still be a karela!  When your mealtimes are a series of Ks – karela, khichdi, kaddu – or when your week seems such a drag that you can no longer tell the difference between Tuesday or Thursday, KFC’s ‘Aaj ka Special’ campaign hopes to break the monotony with its zing and zest.

Through a series of ‘Aaj ka Special’ digital films that feature Colonel Sanders promoting KFC’s new range of daily special menu items, the fast-food chain is tempting customers to give in to their cravings for crispy fried chicken.

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The films, conceptualized by Ogilvy & Mather India, capture relatable moments from everyday life when we grapple with the choices of ‘go with it’ or ‘go for it’. 

“When life gets dull and boring, we usually reach out to food and not everyday food, we ask for something special - ‘Aaj ka special kya hai?’. It is precisely this emotion that we’ve latched onto,” said Ogilvy (north) chief creative officer Ritu Sharda. Of course, the message here is to bring out how KFC is all the ‘special’ you need on an otherwise dull day.

KFC India CMO Moksh Chopra tells us what makes ‘Aaj ka Special’ so special indeed. "Whether it is boredom with the same home food or the tyranny of work routine, KFC is a great way to liven up any day and make it just that little bit more special. The different films in this series are sure to strike a chord with KFC fans across all ages,” he said.

In the first of the ‘Aaj Ka Special’ series, the colonel foils a father’s attempt to woo his family with some gourmet karela (is this a thing now?). In another, he shows us how a family that bites into crispy, juicy, KFC chicken together, stays together. Imagine the plight of a husband in the last film, when he’s told that the kids are away, but he has to make do with khichdi. Luckily, the Colonel was right around the corner delivering more than a sermon of ‘Boring hatao, Special le jao’.