SITUATION

An unspoken language: WHO estimated 6.8 million speech & hearing impaired (SHI)people in India. Yet less than 0.01% of the population can communicate in Indian Sign Language, creating a gap between those who can speak and the SHI.

BRIEF

Increase acceptance for ISL & educate people across ages to use it as a mode of communication, while lowering barriers and nurturing inclusivity.

OBJECTIVES

To get more people to learn the Indian Sign Language through active participation in KFC's Kshamata's initiatives for the Speech and Hearing Impaired (SHI) community and create a more inclusive society.

KFC issued a clarion call to India to #SpeakSign. For the first time ever, KFC transformed its most distinctive brand & business asset - the iconic red & white bucket into a visual learning aid, The #SpeakSign Bucket. Printed on the bucket were quick and easy words and phrases in Indian Sign Language.

We then took the bucket and created a never seen before, first-of-its kind, 40ft, 360 degree, larger than life, interactive and immersive #SpeakSign Bucket Classroom. This unique experience was powered by cutting-edge technology that helped people learn ISL. Through fun, interactive and immersive lessons the activation quickly became a popular classroom that people actually queued up to go to.

To get people to participate in learning the Indian Sign Language, something unique had to be done. Because learning happens best when the lessons are fun and interactive.

Target audience: Everyone in India because the Indian Sign Language isn't bound by regional languages.

Approach: To create a never seen before experience which made learning Indian Sign Language fun and easy.

40ft, 360 Degree immersive and interactive bucket classroom on-ground. Along with that was Sign Language Bucket that was made available in 900 KFC restaurants across 240 cities in India.

IMPLEMENTATION

The #SpeakSign Bucket Classroom welcomed the audience into an interactive space, where they were greeted by real-life stories of KFC’s SHI employees.

What followed was interactive lessons via touchscreens and voice recognition tech that got the viewer to choose and learn from over 30 commonly used phrases, from the Indian Sign Language. The participants could immerse themselves in learning ISL with the help of animated hand gesture tutorials displayed on screens surrounding them.

TIMELINE

2 Days

PLACEMENT

Ambience Mall, New Delhi, India

SCALE

40ft, 360 degree, immersive and interactive bucket classroom.

3% higher recall for KFC Kshamata

7% increase in consumer trust

Top of the mind brand awareness increased by 1 whole point during campaign period

4% increase in transactions, which directly correlates to increase in footfalls during the campaign period.

8% increase in number of specially abled team members across restaurants post campaign period.

20,000 people interacted with the immersive experience, and shared positive feedback.

450+ stories in 30+ cities; key media like The Economic Times, The Hindu, The Telegraph etc.

Campaign garnered 400M+ impressions

100% key message penetration in headlines & narrative on point

“KFC encourages India to #Speaksign with one-of-its kind 360-degree Immersive Sign Language Experience”

“KFC India introduces ‘special sign language’ bucket”

“KFC encourages Indians to ‘speak sign’ with its sign language bucket”

200+ influencers & marketing pages including Mad Over Marketing appreciated #SpeakSign on social media

Organic mentions by SHI communities like Much Much Louder, Anuprayaas