Restaurant India News: KFC India Targets ‘Fence Sitters’ with Rs 169 Crispy ShaWOWrma Wrap Launch

KFC India has introduced a new campaign alongside the launch of its latest menu addition, the Crispy ShaWOWrma Wrap. The campaign uses a relatable consumer insight around indecision during food purchases, particularly in urban leisure settings such as shopping outings.

The campaign film features actors Priyamani and Ashlesha Thakur, portraying a mother-daughter interaction that reflects a common purchase hesitation moment. Set after a shopping trip, the storyline captures a typical exchange where a suggestion to visit KFC is initially met with resistance, framed through the recurring line “KFC? Abhi?”. The narrative progresses through a sequence of refusals before shifting to acceptance after trying the product.

The campaign also includes a reference to Colonel Sanders, reinforcing brand recall while maintaining continuity with KFC’s established identity.

KFC India said, “When it comes to KFC, there’s often a playful moment of indecision, especially among fence sitters who are quick to ask ““KFC? Abhi?”. It’s rarely about whether to indulge, but more about debating the right moment to indulge. With the all-new Crispy ShaWOWrma Wrap, we wanted to lean into that very real behaviour & celebrate the idea that there isn’t really a wrong time for finger lickin’ good food. Our new film captures this dynamic perfectly - showing how quickly the initial “naa” turns into a “haan” with the first bite. The KFC Crispy ShaWOWrma Wrap is our twist on the familiar favourite & we’re confident consumers will strongly echo the WOW when they take that first bite.”

From a product standpoint, the Crispy ShaWOWrma Wrap reflects menu localisation and format innovation. The item combines a tortilla wrap with KFC’s peri-peri chicken strips, shawarma-style mayonnaise, lettuce, and pickled vegetables, aligning with flavour profiles familiar to Indian consumers while maintaining the brand’s core offering.

Mayuresh Dubhashi, Chief Creative Officer at FCB Neo, said, “This campaign captures a very real, very Indian hesitation of KFC fence sitters and flips it with surprise and delight. By introducing the KFC Crispy ShaWOWrma Wrap, we’re bringing together the unmistakable crunch of our chicken with flavours people already love, in a format that feels both familiar and exciting. With the quirky nature of the film along with the new offering, we believe, every “Naa” will invariably turn into a “Haan”.”

The new product is priced starting at Rs 169 and is available across more than 1300 KFC outlets in India. It is also being distributed through digital channels, including the brand’s app and website, along with third-party food delivery platforms, indicating a continued focus on omnichannel sales.

The campaign and product launch highlight KFC India’s ongoing efforts to drive frequency of consumption by addressing behavioural triggers and expanding beyond traditional meal occasions.