THE CHALLENGE

With an abundance of meal options but none offering a complete, satisfying experience, KFC needed to establish the 5-in-1 Mealbox as the tastiest and most affordable lunch solution for office-goers. To succeed, the product had to feel both culturally relevant and aspirational.

THE EXECUTION

To get people to sample the meal, the brand partnered with Mumbai’s iconic Dabbawalas—symbols of everyday efficiency—to deliver the boxes, marking a first for a QSR. The campaign leveraged reputed publications and social buzz, with the hashtag #KFCBoxwalas trending across platforms.

THE OUTCOME

KFC’s campaign resulted in the sale of 1 million meal boxes in just six weeks.