KFC has rolled out an initiative through which the chain will contribute up to Rs 5 from the sale of every bucket to the needy. The initiative is being communicated through three digital films. Ogilvy Delhi is the agency behind the campaign.
Two of the three short animated films tell the story of children seeking ways of sate their hunger. The third film features a father fetching food for his daughter. The animated characters feed themselves on leftovers in KFC buckets. Ogilvy Delhi worked with Neo@Ogilvyfor the packaging innovation. Image recognition technology has been used to deliver content directly to smartphones users who bought the bucket.
Rahul Shinde, managing director, KFC India, said, "Hunger is a very real and big challenge – at least 3,000 children die every day from poor diet related illness. The fact that millions of children go to bed hungry every night means that they are unable to grow, learn and thrive. It is a critical cause to unite behind. We couldn’t be happier to announce that through the month of October, we will contribute towards fighting hunger from the sale of KFC buckets across 300-plus stores and online. By making all our buckets 'add HOPE™' buckets and carrying audio visual stories of hope on them, we want to call on more people to support the cause. The more they do, the more hungry children we can help feed."
Ajay Gahlaut, executive creative director, Ogilvy Delhi, said, "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 animated films about underprivileged kids that play only when you order and scan a bucket. This technology-led approach made our films more interactive and inclusive, while pursuing the consumer to contribute for the cause."
Biraja Swain, chief growth and innovation officer, head of COE, Neo@Ogilvy, India, added, "We at Ogilvy always believe in innovation at scale. The 'add HOPE™' campaign demonstrates it to the fullest extent. We have used image recognition technology to directly deliver content to smartphones enabling better discovery user participation for this CSR campaign."
ECD: Ajay Gahlaut
Senior CD, creative services and design: Shailendra Mahajan
Senior CD, creative: Krishna Mani
Creative controller: Shreyans Gupta
Associate CD, creative: Srikanth Behera
SVP, account management: Amarinder Butalia
Client services director: Sunil Singh
Group account manager: Disha Dhami
Senior account executive: Kkanchan Mittal
Vice president, planning: Rasika Fernandes
Planning director, planning: Nisha Ganneri
SVP - chief growth and innovation officer, Digital: Biraja Swain
Lead mobile, digital: Bharat Singh
Production house - Uncommon Sense, Delhi