KFC Bets on Creators, Culture and Value to Win Gen Z
KFC India is targeting Gen Z with creator collaborations, digital campaigns, AI-driven marketing and value-focused offerings.
SociapaHQ
KFC India is changing its marketing approach to better connect with Gen Z consumers, putting creators, digital storytelling, cultural relevance and value-driven offerings front and center of its brand playbook.
The QSR chain is looking beyond traditional advertising, with a focus on social media, creator collaborations and entertainment-led campaigns designed to connect with younger audiences in the spaces where they spend most of their time, according to Devyani International’s FY26 annual report.
The strategy is in line with a larger trend in India’s QSR industry, where brands are focusing more on cultural relevance and digital engagement, rather than traditional mass-media campaigns.
KFC’s marketing efforts throughout the year included major creator collaborations.
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Gen Z Focus:
The brand partnered with YouTube creator CarryMinati to promote its Saucy Popcorn, tapping into the influencer’s massive online following to generate buzz around the product’s launch.
And KFC teamed up with comedian Vir Das on its Dunked Range campaign, leveraging humour-led storytelling to position the offering as an indulgent option for younger consumers.
The brand said it is moving away from just celebrity endorsement and instead working more with digital creators who have strong community engagement and can connect with Gen Z audiences.
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Aside from creator partnerships, KFC’s campaigns leaned on internet culture and social-first messaging.
Campaigns like #BuyOrCry used humour and digital storytelling to trigger online conversations, as the brand kept evolving its messaging with Indian consumer preferences and cultural trends.
The company also paired its marketing with product innovation, introducing offerings such as the ₹69 Chana Chatpata Burger, aimed at value-conscious consumers looking for affordable meal options.
Parent company Devyani International is also investing in artificial intelligence and advanced analytics through its DIL Commerce platform, which integrates customer data across dine-in, takeaway and delivery channels.
