KFC Chilli Chizza
Every day Oxford dictionary is
adding news words and accepting nouns as verbs.
Franca lingua of all countries is changing much faster than the shades
of the day. In the world of Indian
advertising KFC‘s new video positions its 'Chizza' as an alternative to pizza.
The famous rapper Baba Sehgal is back in
the limelight after the decade of 90s. Today’s generation can hardly croon Sehgal,
who had his rage in the rap circuit during 90s, his hits such as 'Thanda Thanda Paani' (a remake
of "Ice Ice Baby" by Vanilla Ice), and 'Manjula', lately been used in
campaigns for brands including Del Monte Fruit Juice, Tata
Cliq and now for Perfetti Van Melle's confectionery brand Chupa
Chups.
This Baba is back, promoting ‘KFC
Chilli Chizza' in yet another rap song which goes, ‘Chilli Chizza...? I love my
Chilli Chizza. Kya karoon, I have to say, Sorry Pizza!"
Chilli Chizza is KFC's latest
addition to menu range launched last December. Famous for its hot and crispy
chicken nature, it is a Pizza with no crust, but chicken as the base.
The brand team of KFC revealed, this
campaign was initiated by Sehgal. Impressed after trying the Chilli Chizza, he
approached KFC with the idea which led to this digital-only initiative. We can
read it as a chance for Sehgal to re-launch his career.
Surprisingly the video doesn't have
any KFC branding; this video is only for loyalists, fans and followers who know
their Chizza. This is a typical attempt normally done by the armatures or
fresher who kick start their career in the world of entertainment.
Sehgal released this video on his
YouTube channel. He then amplified it with social media like Facebook and Twitter. He made an appeal audience to take the
#ChizzaRapChallenge. As part of the challenge, they had to upload a short video
of themselves rapping a couple of lines from the song while imitating Sehgal's
signature step from it. He used Twitter to shoot teaser for the campaign.
The video was later uploaded on KFC
India's YouTube channel. We can read it as a success.
Nikita Khandelwal, senior manager
brand strategy and development at World Wide Open, a Mumbai based digital
agency from the stable of Reliance Entertainment, said, “Baba Sehgal may not be
appealing to this generation, the video has the potential to trend, albeit as a
mockery. He's one of those people - you love him, you hate him, but you can't
ignore him. And that's what KFC was looking at doing, grabbing attention using
Baba Sehgal,"
Rohan Mehta, CEO, Social Kinnect,
says, "As a customer, it's obvious which brand this is for. The product
could've got more of a spotlight though."
As a Mass Communication professor,
I have witnessed and studied the changing trends. The social media, music
videos and releasing your videos on social platforms like YouTube is a routine
for youth. The smart phones and internet connection has shifted the audience
from conventional to hyper media. This new media is more interactive and fast.
I recall the lines of Andi Warhol,
“They always say time changes things, but you actually have to change them
yourself.” He is a true father of modern advertising. This hypermedia has
rejuvenated the career of Baba Sehgal and has potential to launch a career for
you all. It is ‘You’, be a singer or photographer it is your day and it is ‘you’
who matters.
I wish you must have liked my
Chilli Chizza!
