Is KFC set to part with Ogilvy India?

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

Multiple outlets initially reported this in February 2024. 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 told Campaign that the brand has called for an in-person pitch in an attempt to infuse fresh thinking into its 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 reportedly participating in the showdown to become the 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 brand's media account size 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.