This new KFC India campaign was devised to promote the launch of the fast food chain's new 'Nashville Chicken.'
As humans are known to have incredibly short attention spans, the brand decided to harness their lack of ability to concentrate to challenge them. After interviewing passersby in a mall, the company invited them to try and open a box using just the power of their minds. To do so, they used a device called 'Neurosky' to analyze each person's level of concentration on a scale of one to 100. Whenever a participant's concentration level hit 100, the box would open, revealing the Nashville Chicken.
With this KFC India campaign, the fast food brand appealed to consumers who are aware of their lack of concentration by inviting them to try and focus their thoughts so they could win a prize. While many failed to hit 100, one participant won a ticket to Nashville and another was rewarded with a year's supply of KFC.