Asia-Pacific Power List 2024: Madhav Nayak, Yum! Brands

Madhav Nayak 

Chief marketing officer
KFC Asia
Singapore
Returning member 

Madhav Nayak, chief marketing officer at KFC Asia, returns to the Campaign Asia-Pacific’s Power List in 2024, reinforcing his influence and creative prowess across the region. His leadership spans critical territories, including Japan and Indonesia, where he has been instrumental in steering KFC to thrive amid fierce competition and challenging market conditions.

Under his leadership, KFC Asia has seen high single-digit sales growth year-on-year in 2023, a testament to his effective management and strategic marketing initiatives. Nayak has been pivotal in maintaining KFC’s leadership in the fried chicken segment, even as the brand navigates increased competition and ongoing economic challenges across the region.

Nayak’s strategies include enhanced app and web experiences, improving customer engagement and service delivery. 

Working with his global team, the KFC x PUBG collaboration stood out. It combined gaming with fast food to create an engaging marketing campaign. KFC restaurants replaced the game’s gas stations, and players could fill up with 12-piece buckets in those stores. In addition, eating a KFC Chicken Bucket functions like one of PUBG’s first aid kits, while KFC fries function like bandages for players.

Beyond commercial success, Nayak is a respected speaker and panellist, sharing insights at industry events, such as Campaign360, and serves as a jury member for marketing awards. He also regularly mentors the next generation of marketing professionals at business schools like SMU and NTU in Singapore.

Nayak co-leads KFC’s sustainability agenda in Asia, integrating eco-friendly practices into business operations and supporting the brand’s global commitment to achieving net-zero emissions by 2050.