KFC Doubles Down On Creators, Culture, And Value To Win Over Gen Z Consumers

KFC Puts Creators At The Centre Of Its Marketing

KFC India is strengthening its focus on Gen Z by building a marketing strategy around creators, internet culture, and digital-first engagement. According to its parent company Devyani International‘s FY26 annual report, the brand is moving beyond traditional advertising to connect with consumers through creator-led campaigns, social media, and culturally relevant storytelling. The strategy reflects how quick-service restaurant (QSR) brands are increasingly prioritising authenticity and online engagement to build lasting relationships with younger audiences.

CarryMinati And Vir Das Lead Creator Collaborations

Creator partnerships played a key role in KFC’s campaigns during the year. The brand collaborated with YouTube creator CarryMinati to promote its Saucy Popcorn launch, leveraging his massive digital following to generate buzz around the new offering. KFC also teamed up with comedian Vir Das for the Dunked Range campaign, using humour-driven storytelling to appeal to Gen Z consumers. By working with creators who have strong online communities, the brand is shifting from traditional celebrity endorsements to creator-led marketing.

Marketing Inspired By Internet Culture

Beyond influencer collaborations, KFC embraced meme culture and digital humour to drive engagement. Campaigns like #BuyOrCry encouraged social media conversations through relatable and entertaining content while keeping communication rooted in local consumer preferences. The company also introduced products such as the ₹69 Chana Chatpata Burger, targeting value-conscious consumers looking for affordable meal options. At the same time, KFC expanded its Epic Savers platform, reinforcing its value proposition amid changing consumer spending habits.

Digital Innovation Drives Customer Experience

KFC’s digital transformation extends beyond marketing campaigns. More than 80% of its restaurants now feature self-service kiosks, making ordering faster while helping the brand collect valuable first-party customer insights.

These digital touchpoints enable KFC to better understand customer preferences, personalise offers, and build stronger loyalty through more relevant engagement. Parent company Devyani International is also integrating artificial intelligence and advanced analytics into its DIL Commerce platform, creating a unified view of customer interactions across dine-in, takeaway, and delivery channels.

Staying Relevant In A Competitive Market

KFC’s evolving strategy reflects a broader shift in India’s QSR industry, where cultural relevance is becoming just as important as product innovation. Rather than relying solely on large-scale advertising campaigns, the brand is combining creator collaborations, digital experiences, localised menu innovation, and affordability to remain part of everyday online conversations. As Gen Z continues to shape consumer trends, KFC’s creator-first and culture-led approach highlights how brands are increasingly using entertainment and digital communities to build stronger, long-term connections with their audiences.