KFC’s anti-hunger initiative, 'add HOPE', was an opportunity for us to do something different. So instead of following the traditional ways of advertising, we decided to use the KFC bucket as our messenger. We created video content about underprivileged kids that play only when you order and scan a bucket via a smartphone. Augmented reality was used without an app to give scale to this campaign. This technology-led approach made our films more interactive and inclusive, while persuading the consumers to contribute for the cause.

We drove this campaign through augmented reality without an app, which enabled to share video content - the story of Pinky, Raju, Gopal and millions of other children, who spend hours every day in search of food. By simply visiting the www.addhope.in on their mobile browser, pointing the camera at the characters drawn on the bucket, and clicking a picture, consumers will be directed to these powerful stories. It was a simple easy way to participate into the CSR campaign which was delivered instantaneously to the users mobile.

During the campaign period of a month

7.6 Million INR collected, a 90% increase to the last year

1.5 Million meals distributed to hungry children in India