What happens when India’s roast king (Carryminati) meets the world’s most famous fried chicken? Something unexpected that could completely change how you think about influencer marketing- but not for the reasons you might expect.
When KFC handed CarryMinati full control over their new product launch, they broke every marketing rule in the book.
But before we reveal the clever psychological trick they used that had millions of Gen Z consumers scrambling to buy chicken, let us explain what makes this collaboration so different from anything we’ve seen before…
Carryminati:This Isn’t Your Regular Influencer Deal
Let’s be real- most influencer marketing is pretty predictable, right? Brand pays influencer, influencer posts about product, everyone moves on.
But KFC took a completely different approach with CarryMinati (aka Ajey Nagar, for those who somehow haven’t heard of India’s roast king with over 67 million followers).
Instead of just asking him to hold up some chicken and smile, they actually brought him in to help CREATE the product!
The result is “Saucy Popcorn” – bite-sized chicken pieces with Nashville sauce in packaging featuring CarryMinati himself.
And get this—they even created something called a “Spork” (a spoon-fork combo) specifically designed for gamers who need to keep one hand on their controller.
As marketers, we have to appreciate that level of audience understanding!
Carryminati: The #BuyOrCry Campaign Is Marketing Gold
We’re absolutely loving the campaign approach here. Rather than going with traditional messaging, KFC and CarryMinati launched with a #BuyOrCry campaign that basically… threatens you with hilarious consequences if you don’t buy the product.
Some of our favorite “threats” include:
- “Your crush will never send you a saucy message in your life”
- “You’ll start a podcast but no one will agree to be a guest”
- “You’ll share your trauma with AI, and it’ll give you even more trauma before running away”
Is it ridiculous? Yes.
Is it perfectly tailored to CarryMinati’s roasting style and Gen Z humor? Absolutely.
Why This Approach Works
KFC’s CMO hit the nail on the head when she said: “Today’s consumers want bold, scroll-stopping experiences.” That’s especially true for Gen Z, who can spot inauthentic marketing faster than you can say “fellowkids.”
The campaign completely skips the usual brand storytelling fluff and gets straight to the point—creating what marketing folks call “FOMO“- Fear Of Missing Out (The clever psychological trick), but with Carryminati’s signature humorous twist.
But Is The Product As Good As The Marketing?
Here’s where things get interesting for us as marketers. Early reviews suggest the product might not quite live up to the hype. Some reviewers find it tasty but overpriced at ₹229, and suspiciously similar to regular KFC items with just a bit of sauce added.
One reviewer even suggested that watching CarryMinati’s videos is better than buying the product!
4 Key Marketing Lessons We’re Taking Away
- Co-creation trumps endorsement: When you involve influencers in product development, you create something their audience has genuine reason to care about.
- Speak their language: The campaign works because it’s authentically in CarryMinati’s voice—not corporate-speak trying to sound cool.
- Physical mementos matter: The “Spork” is brilliant because it gives fans something to keep long after the limited-edition food is gone.
- Product must match the hype: Even the cleverest marketing campaign can’t save a product that doesn’t deliver on expectations.
The Bigger Picture
This collaboration represents exactly what modern marketing should be—authentic, innovative, and deeply connected to the audience it’s trying to reach. Sure, the product might have some mixed reviews, but as a case study in influencer collaboration, it’s fascinating.
What do you think about this approach? Would you try Saucy Popcorn based on the campaign alone? Or would you need more convincing? We’d love to hear your thoughts!
And if you’re looking to create your own disruptive, audience-focused campaigns (minus the threats, perhaps), you know where to find us!
