KFC's 'bucket of hope' aims at feeding hungry children

The digital campaign created by Ogilvy Delhi for KFC's add Hope initiative spreads the message 'You eat, they eat'

BestMediaInfo Bureau | Mumbai | November 2, 2016

Click on the Image to watch the TVC.

Ogilvy Delhi has created a campaign 'You eat, they eat' for KFC's 'add Hope' initiative where the company has pledged to contribute up to Rs 5 from the sale of every bucket.

The campaign that consists of three short animated films tells the story of four less fortunate children. The first film is about Gopal and Gita and how they scourge food and share whatever they find. The other two films titled 'Pinky's story' and 'Raju's story' also talk about children and how they have to spend a lot of time looking for food. Each video ends with the message 'You eat, they eat'.

Ogilvy Delhi integrated with Neo@Ogilvy for the packaging innovation, where image recognition technology was used to deliver content directly to smartphones users who bought a bucket. All consumers have to do is point their smartphones at the bucket, click and watch the story unfold.

Ajay Gahlaut

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.”

“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+ 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,” said Rahul Shinde, Managing Director, KFC India.

Biraja Swain

Speaking about the innovation, Biraja Swain, Chief Growth and Innovation Officer, Head of COE, Neo@Ogilvy, India, said, “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.”

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/11/KFC-bucket-of-hope.jpg

Credits

Client: KFC

Agency: Ogilvy Delhi

Executive Creative Director: Ajay Gahlaut

Sr Creative Director, Creative Services and Design: Shailendra Mahajan

Sr Creative Director, Creative: Krishna Mani

Creative Controller: Shreyans Gupta

Associate Creative Director, Creative: Srikanth Behera

Senior Vice-President, 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

Senior Vice-President, Chief Growth and Innovation Officer, Digital, Neo@Ogilvy: Biraja Swain

Lead Mobile, Digital, Neo@Ogilvy: Bharat Singh

Production House: Uncommon Sense, Delhi

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