KFC serves up epic flavour adventure for Gen Z

KFC’s new ‘Taste the epic’ campaign celebrates the brand’s range of bestselling menu items—from the iconic Hot & Crispy Chicken, Hot Wings to the boneless Chicken Popcorn, and Peri-Peri Boneless Chicken Strips, to the variety of Zinger Burgers, Rolls and more. This campaign is aimed at the young and demanding Gen Z consumers, who are always on the quest for something greater. 

According to Aparna Bhawal, chief marketing officer of KFC India and Partner Countries the new campaign film is based on the insight that ‘good’ just isn’t enough. Today's generation wants bigger, bolder, and more from everything and every experience, which is what KFC promises to give them.

"Nobody makes chicken like we do, or offers the kind of abundant variety KFC has. 'Taste the Epic' is a bold celebration of our brand’s unmatched taste and variety. It has something for everyone, whether existing brand loyalists or those trying our food for the first time,” she added. Moreover, consumers can experience KFC's new look and feel over the next few months across various touchpoints.

The film opens to an ongoing college fest featuring a bored GenZ crowd. Dissatisfied with the ordinary, two friends decide to leave the concert and embark on a quest for greatness. They walk across empty streets in search of this greatness, boredom flashing on their faces until they find themselves in front of the home of Epic Taste—KFC. The mundane is immediately forgotten as they peer into the glowing red windows of a KFC restaurant, where its bestselling offerings call out to them.

The duo on-screen is transfixed as they can't decide what to eat amongst so many ‘finger lickin’ good choices. The voiceover brings alive how they are going to discover greatness in shapes unseen and ways unheard, all while drool-worthy food, and the unmissable loud crunch of KFC favourites plays on the screen. The protagonists are lost in this world and it’s only when asked, “Are you ready to order?”, that they return to reality, ready to indulge in KFC favourites.

Ashima Mehra, CEO, FCB India believes that in an overstimulated world, where 'good' is no longer enough, the campaign captures the relentless pursuit of elevated experiences of today's generation. “It’s no longer about meeting expectations but exceeding them. And that’s exactly what KFC’s golden, crispy chicken in a variety of irresistible flavours and forms delivers. It's not just good, it’s epic!” she said. 

Mayuresh Dubhashi, chief creative officer at FCB India noted that KFC is all about taste that’s unmatched, served in formats that are unmatched too. This means they can dig into these options in over 1200 KFC restaurants across 240 cities for dine-in and takeaway, or they can place their orders on its new app, or the website.

“The one right superlative for all this is EPIC. This new campaign is an ode to this feeling, done in a new and exciting way; a trailer almost, for something EPIC coming India’s way. A sort of a cool, irreverent response to the sentiment of the generation that feels even good is not good enough now,” Dubhashi noted.  

Campaign’s take: KFC’s ‘Taste the Epic’ campaign hits the bullseye with Gen Z by turning a routine bite of chicken into a quest for greatness. With a plot straight out of an adventure movie, two bored friends wander off from a college fest, hunting for an experience that lives up to their ‘go big or go home’ mantra.

KFC lures them in with a visual feast: glowing red windows, sizzling golden chicken, and an ASMR-like crunch that echoes in their heads. Each iconic menu item—from Hot Wings to Zinger Burgers—is made to look like the ultimate treasure, tantalisingly within reach.

This campaign ditches subtlety for a sensory overload, catering perfectly to a generation known for craving novelty and immediacy. The ad wraps KFC’s flavours in a vivid experience that feels almost exclusive, as if only the bravest of Gen Z are invited to ‘discover greatness’. It’s fun, bold, and deliciously over-the-top—a recipe for viral appeal. In a world where good enough is never enough, KFC serves up an epic alternative that promises not just satisfaction, but a flavour-packed journey worthy of bragging rights.

Credits:

• Agency: FCB India
• Group CEO, FCB Group India and South Asia: Dheeraj Sinha
• CEO, FCB India: Ashima Mehra
• Executive vice president: Anupam Chauhan
• Vice president: Siddharth Kapoor
• Brand service director: Priyanka Balasubramanian
• Brand service executive: Pragnaya Jhunjhunwala
• CCO, FCB India: Mayuresh Dubhashi
• National creative director: Anusheela Saha
• National creative director: Udayan Chakravarty
• Creative group head: Mayur Kumar
• Copy supervisor: Aakash Aher
• Chief strategy officer, FCB India: Punit Singh
• Vice president: Pratyush Sharma