A gritty heist transforms into a vibrant Bollywood spectacle in Chicken Licken’s latest "Just Enough Extra" advert.
Image: YouTube screenshot
In South African advertising, Chicken Licken is in a league of its own.
For decades, the brand has acted more like a premier film studio than a fast-food chain, creating cinematic stories that capture the nation's imagination.
Their new "Just Enough Extra" campaign continues this legendary streak, transporting viewers to Colaba Mumbai, to celebrate the joy of getting just a little bit more than you bargained for.
The advert starts as a gritty, high-tension heist film, dark lighting, masked robbers and a getaway car, and then the "extra" kicks in.
The siren of the policeman's vehicle doesn't signal an arrest, but the start of a Bollywood action scene that consumes the street.
The police officer in the Chicken Licken ad that takes down three bank robbers plus the getaway driver.
Image: Youtube screenshot
In true Bollywood style, a single policeman takes down three bank robbers plus the getaway driver.
The masala-spiced masterpiece was a massive team effort from CL Creative Studio, involving creative directors Tshepo Tumahole and Tshepo Mogorosi, executive creative director Adam Weber, chief creative officers Xolisa Dyeshana and Pepe Marais, with production partners Greg Gray at Romance Films.
Dyeshana explains that the magic began with a single strategic insight from their team, rooted in a real human truth that feels uniquely familiar to Mzansi.
"Our insight for this campaign was rooted in the meal offering, but the magic lies in how the team brings that strategic insight to life, with authenticity, relatability and that signature Chicken Licken wit.
"With this campaign, the Bollywood treatment felt like the perfect fit because it naturally embodies that 'beautifully extra' spirit. It’s emotional, dramatic, and larger-than-life, everything we needed to express the concept of 'Just Enough Extra' in a way that feels entertaining and true to Chicken Licken’s playful storytelling style."
On the shift from the dark, tense world of a getaway car to the saturated glitz of a musical number, Dyeshana says that the idea always dictates the direction.
"The genre isn’t the goal, it’s the vessel that best brings the creative thought to life. Once we uncover the core insight and tone of the story, we let that shape the world it lives in."
While Bollywood is famous for being "extra" there was no concern that the high-energy genre would overshadow the moderate nature of the deal.
"The energy of Bollywood was exactly what made it the perfect fit," says Dyeshana.
A scene from the Bollywood-inspired Chocken Licken ad.
Image: YouTube screenshot
"The whole idea behind 'Just Enough Extra' is celebrating that sweet spot between doing the most and keeping it real, and Bollywood lives right in that space. It’s unapologetically bold, colourful and emotional. All the things that make 'extra' feel joyful rather than over the top.
"So instead of overshadowing the offer, the genre amplified it beautifully. We wanted to show that even a 'just enough extra' deal can have the heart, flair and fun that Chicken Licken is known for. Bollywood let us push that energy in a way that’s impossible to ignore, yet totally on brand for our storytelling style," shares Dyeshana.
Ensuring that the production felt like a genuine love letter to Indian cinema rather than a parody required a deep commitment to craft.
Dyeshana shares that the agency worked closely with partners at Romance Films under the direction of Gray, to bring the vision to life.
This meant going deep into research on Bollywood’s visual language, colour palettes, costume nuances and storytelling rhythm.
"The art department, stunt team and cast all invested in understanding the spirit behind the style, that sense of 'beautifully extra' emotion and energy that defines Bollywood.
The action-packed Chicken Licken Bollywood-inspired ad.
Image: YouTube screenshot
"At the same time, we wanted to keep the Chicken Licken soul at the heart of it, that uniquely South African warmth and humour that audiences connect with instinctively. We believe the result is a genuine love letter to the genre."
By bringing the Bollywood spectacle into the literal streets and lounges of Mzansi, the brand continues to bridge the gap between "the epic" and "the everyday".
For Dyeshana, this move is a natural progression of their storytelling style.
"Chicken Licken has always evolved by finding new, unexpected ways to tell its stories. Whether we’re in outer space, the Wild West, or a Bollywood dance scene, the goal is always the same: to stay fresh, relevant and entertaining while celebrating South African humour and soul.
"Each campaign reflects a different way of bringing that creative spirit to life, not a shift in who we are, but a continuation of what’s always made the brand distinctive and loved."
Watch the advert below: