“We don't follow category norms”: Moksh Chopra, CMO, KFC

Guess who's the latest entrant at Madame Tussauds Delhi? Here's your hint - it's not a celebrity this time around but a food item.

In what the brand claims to be 'a historic first', Colonel's signature classic Chicken Zinger Burger managed to find a spot in the iconic Regal Building at Connaught Place in Delhi.

Well, the not-so-humble burger is no less than a true celeb now. Moksh Chopra, chief marketing officer, KFC India says,"The Zinger has real fans, has made it to headlines and is truly an original; one of a kind celeb burger."

The international wax museum's Delhi attraction houses the wax figures of personalities from the world of sports, history and entertainment (Kapil Dev, singers Asha Bhosle and Shreya Ghoshal, Bollywood actor Shah Rukh Khan, to name a few).

"The brand strategy has two parts - what we do and how we say it," Chopra offers. "The brand has to always do stuff that's relevant to the time, it's part of our DNA and that won't ever change. But what we do under that may change depending on what's trending with the millennials and is topical. We never follow category norms unless and until it's interesting enough,” he explains.

This is not the first time KFC has travelled the extra mile to promote its Zinger variant.

In 2017, as part of a marketing stunt, KFC had sent one of its Zinger burgers into earth's upper atmosphere, where it floated for a few days before retreating back home.

Last year, the brand introduced Colonel and the KFC Bucket into their advertising. “By putting Colonel into advertising, we have tried to put a face to the brand's advertising efforts. And, that actually has made a big difference,” Chopra responds.

A healthy dose of desiness in a bid to stay relevant to the Indian market?

“We don't follow the exact route taken by the brand in international markets. We take the brand philosophy and try to adapt it in a tonality that's relevant for the consumers in the Indian market,” Chopra elaborates on the brand's strategic decisions.

Today, every marketer wants to target millennials and KFC is no exception.

Chopra informs that although TV continues to be the primary medium for creating awareness and reach, digital has seen a massive growth in terms of advertising spend, since consumers are always hooked to their screens.

Anshul Jain, general manager and director, Merlin Entertainments India (which owns and operates Madame Tussauds Delhi) welcomes the newest addition to the hall of fame.

KFC has been more than active on Twitter with their marketing efforts as they incessantly create buzz around every new development..