KFC has rolled out a playful new campaign featuring Arjun Kapoor and Anshula Kapoor, turning the universally recognised peace sign into a “piece” sign to celebrate Fried Chicken Month.

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The campaign kicked off with cryptic social media teasers and brand interactions hinting that the peace sign secretly stood for a chicken piece, building intrigue before the reveal. It culminates in a film where the Kapoor siblings, caught posing for paparazzi, flash the familiar hand gesture before Arjun gestures to a KFC bucket and quips, “Arre, yeh peace nahi… piece hai!” The moment reframes a gesture people use every day into a cheeky nod to the brand’s fried chicken.

Alongside the campaign, KFC is pushing its Fried Chicken Month offer, giving customers a Buy One Get One bucket deal every Friday through July. The deal spans 8-piece and 4-piece bucket combinations served with dips, and is available across both dine-in and takeaway formats, making it accessible to a wide base of consumers through the month.

Speaking about the campaign, Arjun Kapoor said he has flashed the peace sign countless times over the years, but joked that KFC’s twist means he will never look at the gesture the same way again, calling the “peace” to “piece” wordplay quirky and impossible to unsee.

With this campaign, KFC extends its annual Fried Chicken Day celebration into a full month-long promotion, blending social media buzz, celebrity star power, and an on-ground consumer offer designed to drive footfall and engagement through July.