Is KFC set to part with Ogilvy India?

American fast food and quick-service restaurant (QSR) chain Kentucky Fried Chicken (KFC) is on the hunt for a new creative partner in India.

Initially reported in February 2024 by multiple outlets, Campaign now understands from sources close to the situation that KFC India has put out a 360-degree creative mandate review (including creative, strategy, planning and production) with the pitch currently underway in Delhi NCR over the last two months. 

Sources shared with Campaign that the in-person pitch has been called by the brand in an attempt to infuse fresh thinking into advertising and marketing approach. KFC has also reportedly hired consulting firm Deloitte to streamline the process of involving big-ticket agencies, in a bid to route the communication through a singular source.

India’s top agencies are alleged to be participating in the showdown to become QSR brand’s official agency on board, though it's currently unconfirmed if incumbent Ogilvy is re-pitching for the account.

Sources aware of engagement rates tell Campaign that the media account size of the brand may be worth up to INR 100 crores. Across the region, the agency has creative affiliations with the food giant in countries including Hong Kong, South Africa, Australia and Singapore. In 2023, the brand also reached a milestone of 1,000 stores and expanded into 23 new regions.