Ad Campaigns
KFC gives more in less with Rs 99 burger
MUMBAI: Need a quick fix to satisfy your hunger-pangs? KFC India has recently launched the all-new Super Charger, a bigger burger priced at Rs 99. Packed with a flavourful punch, the long burger is the perfect snacking option for chicken lovers to refuel themselves. The brand is now all set to roll out its latest TVC that captures the before and after effects of the Super Charger.
Commenting on the TV commercial KFC India CMO Lluis Ruiz Ribot says, “Following the ‘more in less’ ideology, we launched our new pocket-friendly ‘Super Charger’ to serve as a quick recharge for consumers. The light-hearted TVC brings alive the punch and flavour of the product and will resonate with our young audiences who are always on a lookout for quick recharge options.”
Conceptualised by Ogilvy & Mather, the film opens with two girls sitting on a bench watching a cute dog playing. They are calling out to him but without any excitement or energy. The dog is also shown confused at the lack of enthusiasm in their voices. Suddenly a booming voice urges the girls to eat KFC’s Super Charger to recharge themselves. As soon as they take a bite into the crunchy chicken and delicious sauces their energy levels are charged, the next shot shows the girls excitedly playing with the dog.
Ogilvy & Mather executive creative director Ajay Gahlaut adds, “A bigger burger at a nominal price offering from KFC was news enough. The task hence, was to find a creative way to deliver the good news and ‘Recharge at 99’ as an idea, just fit like a glove. For a refreshing change, we tapped the world of girls and their undying love and excitement for the four legged. The outcome — a relatable, cute-to-watch TVC that speaks for the product and its USP.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
