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KFC brings 'So Good' tagline to India

March 16, 2012

KFC introduced its "So Good" global tagline in the spring of 2010. It was the company's fifth marketing shift in a short time, but it seems to be sticking nearly two years later.

The company continues to introduce the message to markets around the world after first launching it in the U.S. This week, the tagline was introduced to consumers in India, according to BestMediaInfo.com.

So Good is the brand's first thematic campaign in India, and was conceptualized by the Ogilvy Delhi agency.

As part of the campaign, consumers are invited to take a "time out" from their busy day-to-day lives and stop at KFC for a "So Good" experience.

To complement the new campaign, the company also has launched Radio KFC, a branded channel that plays an eclectic mix of in-store music.

Dhruv Kaul, director of marketing for KFC India said this initiative, as well as other introductions such as a cold coffee line, is designed to strengthen the brand's position as a place for consumers to hang out.

The campaign is aimed more toward a younger demographic and, accordingly, new digital promotions also have been added, including KFC India's first Facebook contest.

KFC India is in the middle of an ambitious expansion plan and is expected to grow by 500 units by 2015. The brand has adjusted its menu for local tastes, including grilled chicken and vegetarian dishes.

In the fall, parent company Yum! Brands created a separate India division to focus on growth in the emerging market.

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