MAM
KFC India targets net-savvy teens with first ever interactive digital campaign
BENGALURU: For its 3.8 million Facebook fans, KFC launched what it claims as ‘the first ever User Generated Graphic Novel in India‘ – Krushers Komic. The Facebook initiative allows consumers to input pictures, names, and a couple of favorite catchphrases into a storyline. A consumer can then read and share with friends a personalised graphic novel.
KFC claims that its Facebook application has already seen 17,000 consumers creating their own “Krushers Komics” within 7 days of its launch. Each day, the best male and female entries are rewarded with a print version of their novels as memorabilia. Weekly winners with the best novels get the opportunity to win an Xbox 360.
On YouTube, KFC has created a digital interactive brand channel – Krushers Time. A user has to liberate two teenagers by dragging them to a Krusher from the bar above and then events unfold based on the flavor of the Krusher selected.
KFC India and Area Countries GM Tarun Lal said, “With the launch of a dedicated social media campaign for Krushers, we are taking forward our journey of fan engagement on digital platforms to the next level. The youth of today, our core TG spends most of their time online and our initiatives in the past like “Currycature‘, ‘KFC Wow‘ and ‘Design Your Own Bucket‘ have done very well for us. Going forward, we are hoping to achieve deeper engagement with more and more consumers, making KFC the Most Social QSR brand in the country.”
KFC says that digital and social media is a key focus for it. It has recently made it to the Social Bakers “Top 5 most Socially Devoted Brands in India” list, and has seen consumer and critical acclaim for key digital campaigns like the KFC WOW mobile app, Currycature, and the Design Your Own Bucketapplication.
MAM
DGTOOHL partners Magnite to scale programmatic DOOH in India
Tie-up aims to boost transparency and real-time access in outdoor ads
NEW DELHI: DGTOOHL, a product of Mobiyoung, has entered into a strategic partnership with Magnite to expand programmatic digital out-of-home advertising capabilities in India, as the sector looks to modernise and align more closely with digital media standards.
The collaboration is aimed at addressing long-standing inefficiencies in the outdoor advertising ecosystem, where manual processes and limited transparency have often made campaign execution difficult to track and measure. By introducing programmatic integration, the partnership seeks to bring real-time visibility, improved accountability and data-led decision-making to the medium.
Outdoor advertising in India has traditionally lagged behind digital channels in terms of measurement and optimisation. The move towards programmatic DOOH is expected to change that, enabling advertisers to monitor, audit and refine campaigns with greater precision.
Under the partnership, Magnite will provide the infrastructure to connect DOOH inventory with global demand-side platforms, allowing advertisers to plan and activate outdoor campaigns programmatically, much like they do across mobile, web and connected TV.
“Programmatic DOOH is bringing a much-needed shift in how outdoor advertising is planned and executed,” said DGTOOHL co-founder and CTO Mayank Sharma. “By introducing transparency and real-time capabilities, we are enabling advertisers to move beyond traditional limitations and adopt a more measurable, data-led approach.”
DGTOOHL will focus on aggregating and streamlining access to DOOH media inventory, while Magnite will handle real-time transactions and demand integration, creating a more seamless buying experience for brands and agencies.
The timing reflects a broader industry shift. As programmatic buying becomes standard across digital formats, DOOH is increasingly being seen as the next frontier, allowing brands to extend digital strategies into physical environments. This integration enables more cohesive, cross-channel campaigns, where outdoor advertising complements online and CTV efforts to boost reach and recall.
“As advertisers look for unified and measurable media solutions, programmatic DOOH offers a strong opportunity to extend digital strategies into the physical world,” said Magnite senior account manager Jerit Kunjumon.
Industries such as FMCG, real estate, automotive and retail, traditionally heavy users of outdoor media, are expected to be among the early adopters of programmatic DOOH in India.
The partnership also promises operational benefits, including near real-time campaign activation, reduced reliance on intermediaries and improved monitoring of campaign performance.
As digital and physical media ecosystems continue to converge, the collaboration between DGTOOHL and Magnite signals a step towards making outdoor advertising more accountable, scalable and aligned with the expectations of modern marketers.
