Experts share what clicks in KFC India's addHope campaign

KFC India addHope's fight against hunger claims to have achieved a lot and marked its third anniversary by launching a campaign titled 'Ab Meri Baari'. Experts share if it communicates the objective well.

It is to be believed that hunger is the number one cause of death in the world. According to online reports, there are 820 million chronically hungry people in the world and 1/3^rd of the world’s hungry live in India. .

Amidst the rising death toll due to hunger, KFC India, in 2016, launched addHope, an initiative to create awareness and raising funds to provide meals to India’s underprivileged children.  Marking the third anniversary of the program, KFC teamed up with ResPonseNet and Music composer Shloke Lal to weave a campaign or rather a music video titled ‘Ab  Meri  Baari’.

Campaign Insight

KFC’s founder, Colonel Sanders is eponymous with never giving up. The man who met success at the age of 65, once said, “I just say the moral of my life is - Don’t Quit!”.  What many might not know about the legendary Colonel though, is that he believed in serving the community, and giving everyone a seat at the table. Deriving from his core values, KFC India took on the cause of fighting childhood hunger, with its program addHope. Highlighting the impact of the program on a child’s overall development, KFC’s partner ResponseNet released the campaign.

About ‘Ab
Meri Baari’ campaign video

The two minute long video features 30 youngsters from addHope supported centres who are out to grab the world with open hands, shouting out ‘Ab Meri Baari’.  With Ram juggling balls, to 7-year old Priyanshi doing the hula hoop, the campaign is a testimony to the fact that daily nourishment helps children reach their truest potential.

The music has been composed by famed Music Composer Shloke Lal, also the co-lyricist of Allah Duhai from Race 3. The song has been sung by Tushar Joshi, who has lent his voice for movies such as Jagga Jasoos, Jab Harry Met Sejal & Tubelight.

Also Read: KFC India to engage Millennials with face lens on Snapchat

Campaign
Objective

Through ‘Ab Meri Baari’ KFC India wants everyone to see the impact of daily meals in a child’s life, as they grow into confident individuals. Moksh Chopra, Chief Marketing Officer, KFC India said, “Colonel Sanders would be proud today to see us not quitting in the fight against hunger and making a real difference through addHope”

3 years into the program, addHope today feeds over 15,000 children every day, with a goal to feed 20 million meals by 2020.

While KFC India’s launch campaign for addHope through digital media enabled consumers to contribute through an interactive online session which went like- for every plate created on the website, KFC will feed a hungry child, it’s later communication focussed on how it has been able to make a change and encouraged the consumers to do so.

Whether the music video rings in the right note? Over to the experts...

Expert Speak:

Upasana Naithani, Business Head, Digital- Infectious
Advertising 

The attempt and intent of the video are on point however it lacks the connect to the original campaign thought. It's only towards the end of the video that one gets the slightest idea of how it may be an extension of the campaign by KFC. The video doesn't provide any narrative that may make the users stay and engage with them.

The production quality needed to be better and while the execution seems inspired by ABCD, the dance film, the song reminds you a lot about Gully Boy and the hashtag that had the nation going wild. 

It doesn't leave me with any emotion. 

Saurabh Mathur, Head Planning and Strategy, VMLY&R India

'In a country where millions of kids are under & malnourished, any brand that chooses to act is taking a step in the right direction.

KFCs addHope campaign has been around
for a couple of years now & they have been promoting this through their own
channels. But it was great to see their partner ResponseNet release a video of
the programs impact on children.

This presents an interesting
opportunity for KFC, one they should leverage on. How does a brand create
stories around these kids, stories about how they are prospering because a
basic need like hunger is taken care of. I could go on about the creative
execution & production values of the film but that will be digressing from
the larger goal. Their goal will be to draw more and more people into the
program & there is no better way than to tell real, human stories.'