KFC India launched a new “express pickup” service, endorsed by legend PT Usha, in a recent advertising film. Ogilvy conceptualized the ad.
Put in an order for pickup or takeout on the KFC app or website. Or walk into the restaurant to make a purchase, and it’ll be ready in seven minutes. The concept of ‘Speedy Delivery” has taken on a different meaning.
“The legend PT Usha epitomizes 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.
PT Usha at your service
The video begins with two customers entering a KFC restaurant and reading about the company’s guarantee of a seven-minute express pickup. They laugh and tell each other only PT Usha can make this happen.
And guess what? Usha prepares and brings the order to the customers. Literally! Customers are in awe at what they are witnessing. Yes, the famed Goddess of Speed delivers their order in under seven minutes.
‘Taste Amaze, Mile Tez,’ the commercial film promises meals are prepared for pickup in seven minutes. If not, the consumers will be given a free piece of Hot and Crispy chicken.
Why this concept?
KFC India is indeed one of the best food companies, and with its Express Pickup service, it is currently smashing all speed rules on pickup orders, according to Usha.
“While ‘speed’ is certainly thrilling for me, this even takes it a notch higher with express. The concept itself was so exciting that I jumped at the opportunity of featuring in the campaign alongside the beloved Colonel. It was a real pleasure being a part of the campaign, serving up some hot and crispy KFC chicken, all within seven minutes,” she added.
In India, PT Usha is still the symbol of speed. There’s really no better face to promote KFC’s ultrafast takeaway service than her to say “seven-minute matlab seven-minute.”