Muralitharan roped in for KFC

Sri Lankan off-spinner Muttiah Muralitharan will promote Kentucky Fried Chicken's (KFC) 'Zinger' Burger. This is the first time KFC is using a well-known face in its ads in India.

The campaign has been conceptualised by O&M's Piyush Pandey and the television commercial uses Murali's unique bowling action to drive home KFC's 'Finger Lickin' Good' brand proposition.

Said Unnat Varma, marketing director, KFC: "While KFC is very well known globally, in India, it has a lower awareness. So, the brief was to create this awareness along with the brand's USP of 'finger lickin' good' food."

Most of us are aware that Murali has a unique bowling action where he wets his fingers. This made him a good choice for the campaign since KFC is all about finger lickin' good food.

About the advertisement: The film opens at a cricket stadium where Murali is getting ready to bowl. A hush falls over the stadium as he gets ready for the run up. Then he begins licking his fingers, which is part of his unique bowling action. Suddenly he goes into a trance and continues licking his fingers with a lot of relish, much to the bewilderment of the other cricketers and the crowd. Cut to a 'super' on the screen, which reads 'Before' and one sees Murali at a KFC restaurant enjoying a 'Zinger' burger, which has him licking his fingers in gastronomic satisfaction.

The new campaign stresses on the unbeatable taste and pleasure one experiences while having KFC's fare and how the taste remains long after the meal is over.