By Malay Desai
From: Ogilvy & Mather India, Delhi; Nomad Films
The animated film, produced to resemble a silent classic, tells the tale of a non-vegetarian burger falling in love with a vegetarian one. As he makes his move to win her over, he is hit by a partition and realises they can never meet. The subsequent animations explain how the brand ensures veg and non-veg don’t mix by having separate kitchens, chefs, utensils and ingredients. The film comes at a time when the brand has launched a ‘Paneer Zinger’ burger and has tweaked its tagline to say ‘So Veg So Good!’
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How to stop this paneerfication?’ asked a prominent tweeter on a day KFC India was promoting the launch of its Paneer Zinger burger. Amidst jokes and the massive irony that Kentucky Fried ‘Chicken’ was hardselling a paneer burger, the brand’s social efforts, boosted by ambassador Vir Das’s efforts, managed a buzz. The larger goal, however, is something this web film is out to achieve.
In a culture where QSR outlets that serve both vegetarian and nonvegetarian food get regular complaints (sometimes, legal notices) from strict vegetarians, it is imperative to keep kitchens separate. Sure, McDonald’s has served both sorts of diners well but here’s a newer brand, associated with the iconic Chicken Zinger burger and meaty wings. To drill home the ‘we’re careful’ message will directly lead to building trust among pure vegetarians and subsequently get sizeable business.
A web film, animated at that, is a value-for-money choice, for it offers the canvas to flesh out the message without costing dearly. O&M and the film company have pulled out much creativity here; we like the usage of the red and green dots (denoting non-veg and veg according to law) as eyes on the impersonated burgers.
The 115-seconder has been given no dialogue and has been treated with the silent film method, one-line plot turns appearing in-between the action. With emotive music and relevant animations, the message rolls out just right – and the paneer-lover knows this brand promises to keep its chefs, utensils and even ingredients separate. It’s almost a public service message, but carries the musthave comic dose for it to spread virally.
Having made a rough debut in 1995 (when a police van was stationed outside the Bangalore outlet for a whole year to handle protests!) and faced repeated inconveniences by anti-consumerist and vegetarian groups, KFC seems to now have forced its way to our cities with over 300 outlets.
It is however a long way from winning over all vegetarians a la McDonald’s and will need more than web films to further build the trust... this while continuing to advertise its chicken products! Hope they are treating their agency with unlimited Zingers of both kinds.
(To watch this film, feed this link into your browser ~ bit.ly/ViewTubeMay26and to browse through KFC’s Twitter campaign, look up #KFCpaneerzinger)
Twitter could solve PMO’s #HandleGate
Soon after it became apparent that we’re getting a new PM, the PMO’s former communications advisor and ex-NDTV man Pankaj Pachauri tweeted that Twitter account @PMOIndia (which had not shared any earth-shattering or personal view in its being) was being archived ‘under the RTI act’. Now since this was the first time such a handover was being done, nobody knew how to behave and there was a recipe for a pointless controversy. The BJP and its wagging TV channels opposed this and insisted all information should be made public. We really didn’t get the whole hullabaloo but are pretty sure that no Twitter account of an officer as high as a PM eve r crashed or revived an economy. The good news is, @NarendraModi is tweeting away to glory, so we’re going to get his first-hand thoughts over the coming five years.
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Do you know about Wishberry?
Shift a bit away from the rock you’re living under, if at all, because there is an awesome tool of the social internet you must know of that’s impacting the world. Wishberry, a socio-entrepreneurial project by a foreignreturned trio is a platform which helps you crowdsource funds for your pet project – be it a film or a book or painting your walls o r buying a treadmill for your Labrador. If you can make a pitch and convince the world at large to donate, you get lucky. The project that caught our eye was ‘Light up Pongging’, which is currently on a mission to raise Rs three lakhs so that a hill village in Arunachal gets electricity. This is a pilot to showcase how technology and social media could be tapped to develop infrastructure and change lives. Go have your Swades moment.
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..ander, also about the creepy app ‘Slight’?
And while we’re at new tech developments, let’s also balance your mood by telling you of an app which will have absolutely no bearing on your life. Or may be it will, if you’re some kind of sociopath. ‘Slight’, the mobile app is the last on the long list of anonymous chat apps that have been launched after WhatsApp made it big. The need to stand out has pushed it to such an extent, that it now offers users to not only talk anonymously to nearby users but also view others’ chats. Now some of this anonymity could be useful in say a bar setting where all one needs to do to chat up is to tap on a map but really, we Indians aren’t really classy when we get anonymity, right? If you try this out and snoop, do tell us how it went!
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