MAM
KFC’s ‘Aaj ka Special’ looks to break monotony of daily fare
NEW DELHI: Slow braised with the choicest of ingredients, infused with flavourful spices and presented like poetry on a plate – a karela (bitter-gourd) would still be a karela! When your mealtimes are a series of Ks – karela, khichdi, kaddu – or when your week seems such a drag that you can no longer tell the difference between Tuesday or Thursday, KFC’s ‘Aaj ka Special’ campaign hopes to break the monotony with its zing and zest.
Through a series of ‘Aaj ka Special’ digital films that feature Colonel Sanders promoting KFC’s new range of daily special menu items, the fast-food chain is tempting customers to give in to their cravings for crispy fried chicken.
The films, conceptualized by Ogilvy & Mather India, capture relatable moments from everyday life when we grapple with the choices of ‘go with it’ or ‘go for it’.
“When life gets dull and boring, we usually reach out to food and not everyday food, we ask for something special – ‘Aaj ka special kya hai?’. It is precisely this emotion that we’ve latched onto,” said Ogilvy (north) chief creative officer Ritu Sharda. Of course, the message here is to bring out how KFC is all the ‘special’ you need on an otherwise dull day.
KFC India CMO Moksh Chopra tells us what makes ‘Aaj ka Special’ so special indeed. "Whether it is boredom with the same home food or the tyranny of work routine, KFC is a great way to liven up any day and make it just that little bit more special. The different films in this series are sure to strike a chord with KFC fans across all ages,” he said.
In the first of the ‘Aaj Ka Special’ series, the colonel foils a father’s attempt to woo his family with some gourmet karela (is this a thing now?). In another, he shows us how a family that bites into crispy, juicy, KFC chicken together, stays together. Imagine the plight of a husband in the last film, when he’s told that the kids are away, but he has to make do with khichdi. Luckily, the Colonel was right around the corner delivering more than a sermon of ‘Boring hatao, Special le jao’.
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
