- Expands its value range, 'Streetwise' with new products, starting at Rs 25
- Launches new campaign targeting college-goers

February 2012: KFC, the youthful quick service restaurant brand has strengthened its value proposition by expanding its Streetwise range. Starting at Rs 25 (plus taxes), the menu targets youngsters who seek a cool place to hang-out with their friends over great tasting food at price points comparable to college canteens. Launched in 2011, Streetwise garnered great response and positioned KFC as the new adda for college goers and teens. This year, KFC has made the Streetwise range even more exciting by adding 2 New Hot Snacker burgers – veg and chicken and a new beverage -the Krushers Frappe, which was already a big favourite among teens, is now even more affordable in the new avatar of Mini Frappe.

The brand has launched a robust marketing campaign that takes forward the theme of KFC as college-goers' preferred adda or hangout zone. The campaign also includes outdoor, radio and digital activation.

Speaking about the offering, Dhruv Kaul, Director - Marketing KFC India said, "Hanging out with friends is the best part of every youngster's life and KFC promises to be the perfect adda with great food at allowance friendly prices. Last year when we launched the campaign we got fantastic response from our consumers. Especially our share with teens grew by 20%, as a response to the campaign and new menu. Our Streetwise range starts at Rs. 25 plus taxes and with the new menu additions of 2 Hot Snackers and the New Mini Frappe, there are three more reasons to time out at KFC."

"The success of the Streetwise range reiterates our understanding and commitment to the requirements and attitudes of the youth today. We are confident that the new offerings and the campaign will be well received by our target audience", he added.

The exciting new additions to the Streetwise range include Hot Chicken Snacker, Hot Veg Snacker and the refreshing Mini Frappe. Priced at Rs 25, the Hot Veg Snacker, made with crunchy chana patty, topped with chili mayo and served with a crisp salad. The Hot Chicken Snacker priced at Rs. 30 is a delicious piece of chicken, topped with spicy chili mayo and served in a soft sesame bun with a crisp salad; and the Mini Frappe, cold coffee done Krushers style is available at Rs. 39. Other offerings as part of the Streetwise range are the original Snacker, in both Veg and non Veg avatars at Rs. 25 and Rs. 30 respectively; the Snack Box, a combination of either a piece of KFC's signature chicken or 2 chicken strips and fries at Rs. 55. There is also a wholesome lunch option called 'Rizo' again available in both veg and non veg avatar. The veg Rizo comes with 3 crunchy veg strips served with aromatic rice and gravy at Rs. 89. The chicken Rizo comes with a pc. of KFC signature Chicken served with aromatic rice and gravy. (All prices mentioned are exclusive of taxes)

The new Streetwise commercial follows the theme of 'Adda Badal Gaya Hai'; positioning KFC as the preferred youth hangout that offers great tasting food at college canteen prices. The film opens with college seniors telling a nervous group of freshers that they better be present at the "adda" at 4 'o' clock. The freshers, while looking for the adda finally land up at KFC and are pleasantly surprised when they find that their seniors have organised a welcome party for them.

TVC Details:
Duration: 25 seconds
Language: Hindi
Creative Agency: Ogilvy & Mather
Production House: Love and Faith
Director: Milind Dhaimade

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To know more about KFC, log on to www.kfc.co.in

About KFC… it's finger lickin' good:
Way back in 1938 Colonel Harland Sanders got some distinguished Kentucky folk licking their fingers. It's been in fashion ever since, in over 109 countries and over 15,000 restaurants around the world. KFC, a $ 14 billion brand, is a leading QSR in many countries including UK, Australia, South Africa, China and the USA. Playing the balance between tradition and innovation, KFC has introduced many new offerings for its growing customer base while staying rooted in the taste legacy of Colonel Harland Sander's secret recipe. KFC is an iconic youth brand bringing the pleasure of finger lickin' to all. Its signature dishes include the 'crispy outside, juicy inside' Hot and Crispy Chicken, 'spicy, crunchy, juicy' Zinger Burger and the international favorite; Original Recipe. In India, KFC offers this international experience in over 150 restaurants across 30+ cities. KFC has a select and unique tasting vegetarian offering which now includes the Veg Zinger, Veg Snacker, Veg Zing Kong Box & Rizo, amongst others. KFC is the largest of the five Yum! brands within the Yum! portfolio.

For further details please contact:
Genesis Burson-Marsteller (Delhi)
Ruchika Gupta | Harpreeti Bassi
+91 9873551248 | +91 9999380178
ruchika.gupta@bm.com | harpreeti.bassi@bm.com

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