Arjun Kapoor and Anshula Kapoor are the latest celebrities to feature in KFC India‘s ongoing social media campaign centered on the phrase ‘Peace Equals Piece’.
The campaign began earlier this week after KFC shared a cryptic post suggesting that the popular peace sign should be read as ‘peace’ instead. The idea quickly spread across social media, with the brand leaving similar comments on posts by celebrities, influencers, and everyday users posing with the iconic two-finger sign.
The activity sparked curiosity online, with many users trying to decode the campaign while others responded with jokes and memes.
The campaign took another step with a paparazzi-style video featuring Arjun Kapoor and Anshula Kapoor. In the clip, the siblings are seen during what appears to be wedding preparations when photographers ask them to stop for pictures and strike a pose. As they flash the familiar peace sign, Arjun points towards a KFC bucket and playfully says that it is not peace but piece.
The video ties into KFC India’s Fried Chicken Month campaign, which is being promoted throughout July to coincide with International Fried Chicken Day celebrations. As part of the campaign, the company has introduced its Double Deal offer, in which customers who purchase selected chicken buckets receive another bucket of the same size free on Fridays during July. The offer is available for dine-in and takeaway orders.
By turning one of the internet’s most recognisable hand gestures into a playful marketing hook, KFC has created a campaign that blends social media engagement with celebrity participation to generate conversations ahead of its month-long promotional offer.
Watch the campaign
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Arjun Kapoor said, “I’ve flashed the peace sign more times than I can count, but thanks to KFC, I don’t think I’ll ever look at it the same way again. The whole ‘peace’ to ‘piece’ twist is quirky and impossible to unsee.”
