MUMBAI: KFC has a rolled out a new television commercial to promote its first Indian inspired chicken flavour Curry Crunch.

With the introduction of this latest offering, KFC not only plans to tap its existing fan base but also a whole new set of customers by offering a new flavor variety.

"Curry Crunch is the biggest launch for us this year and will be supported by a robust 360-degree marketing campaign including a thematic TVC, digital activations, print, outdoor etc", KFC India and Area Countries GM Tarun Lal said.

Developed by Ogilvy & Mather, the TVC for Curry Crunch is based on the theme, ‘We are still Indian at heart‘. Situations depicted in the ad-film bring alive the fusion between the east and the west. The plot revolves around various groups of youngsters, global citizens who have adopted Western attire and behavior. In each case, they are truly Indian at heart and aren‘t afraid to show it.

Ogilvy & Mather ECD Ajay Gahlaut said, "In addition to the iconic KFC crunchy, juicy chicken, this product has a true flavour of India. It promises a unique fusion of Videshi and Indian. The TVC has been made keeping in mind contemporary reality in India, where we tend to demonstrate western dress and behavior patterns to the outside world, but are truly Indian at heart."

A digital campaign has also been devised to support the launch; led by a day long roadblock on Yahoo and Youtube. New advertising formats using HTML5 interactive technology will be used to promote Curry Crunch on tablets and mobile Phones. A "quirky", "unique" application called ‘Currycature‘ has been created to engage with fans on KFC‘s Facebook page.