KFC India has released 3 new films to position its ‘Meal Box’ as the ‘smart choice’ for its customers. These films have been creativity conceptualized by Ogilvy & Mather and produced by Ramesh Deo Productions. Abhinay Deo, the director of the films has used amazing shots to make the films interesting and eye catching.
The first film shows a fan swinging from KFC's 'Meal Box' to another fast food restaurant's meal. The voice over labels the fan confused as it moves from side to side. The voice over says that while the fan can't decide which meal is the better option, but that the viewer should be able to decide that KFC’s five options make it a better offering compared to the three-item option offered alongside it. The second film, using the same concept, shows a tube light flickering from KFC’s 'Meal Box' to another fast food restaurant's meal.
The third film features comedian Mallika Dua. In the film Dua discusses some of the 'not so smart' decisions she's made in her life before going on to make a good decision and enjoy a KFC 'meal box'.
Huzefa Lokhandwala and Renuka Braganza from Prime Focus delivered the Picture Post for the films, making the films look vibrant with the use of bright color tones and the effects for the tube light and the fan. In all the films the color red is enhanced to make the ‘meal box’ stand out and get the viewer’s attention.