Sip the Epic
Creative direction for KFC's new summer beverage product
Brief.
Every summer, KFC India releases an updated roster of summer coolers and beverages under the Krushers brand. The Summer of 2025 they planned on releasing a new product line under the 'Sip the Epic' leg of their fresh 'Taste the Epic' parent campaign. The requirement was for a Key Visual and product video primarily for retail branding and in-store comms.
The Food & Beverage industry in India over the last few years has begun to integrate local fruit flavours into various soda and fizzy drinks, taking cues from popular and idiosyncratic beverages sold roadside. KFC's first spin on this was a tested and tried Jamun (Java/Malabar plum) flavoured drink, known for it's distinctive tart and sweet flavour profile and deep purple colour.
The creative direction for this product launch was built in iterations, firstly in the R&D and testing stage. The drink concept was presented to focus groups using static key concept visuals which were built with the Food Innovation and Technology (FIT) team at KFC. Once the product tested green with consumers, the film ideas and mood-boards were laid out and filmed with Saba Gazayani, a prominent tabletop director known for stylish filming and tight edits which fit perfectly with the tone of the product and brand.
