Craft
Industry Craft

One Language More
Brand: KFC
Client: KFC INDIA MARKETING PRIVATE LIMITED
Entrant: Ogilvy India

Baby Blue Elephant

Entry Title:	One Language More
Brand:	KFC
Client:	KFC INDIA MARKETING PRIVATE LIMITED
Entrant Company:	Ogilvy India
Title:	Case Study AV
Title:	Supporting Image- Sign Menu
Title:	Supporting Image- Sign Bucket
Description:	KFC is the only brand in India that employs over 200 specially-abled people. But the language they speak isn’t understood by a majority of Indians. So how could EVERYONE at KFC have an actual conversation? Simple. We turn our restaurants into more than restaurants. Every time you walk into a KFC, you walk out learning ‘One Language More’ First, we introduced a Sign Menu. Simple, unique signs for menu items, designed by Specially-abled Designers. Just a quick flash and people quickly understand each other - on either side of the counter. Next, we turned our iconic bucket into a ‘Crunch Course’ in Sign Language - featuring commonly-used phrases and instructions on how to sign them. A QR led to a website with video tutorials by Sign Language Coaches. And finally, on International Day of Sign Languages, we set up a fully-immersive Sign Language experience powered by a voice-to-sign interactive interface. Speak, See, Learn and Sign. The final step to a real conversation. Speaking of which, our campaign started a whole lot online. 400+ Million Impressions 450+ Media Stories 200+ Celebs Teaching Sign Online 15000+ People Learning Sign 7% Increase in Consumer Trust 8% increase in KFC’s Specially-abled Staff
Company Credits:	Baqsa Productions - Production House
Company Credits:	Edelman - PR Partner
Individual Credits:	Sukesh Nayak- Chief Creative Officer, Ogilvy India
Individual Credits:	Harshad Rajadhyaksha-Chief Creative Officer - Ogilvy India
Individual Credits:	Kainaz Karmakar - Chief Creative Officer - Ogilvy India
Individual Credits:	Ritu Sharda - Chief Creative Officer - Ogilvy India, North
Individual Credits:	Shailender Mahajan(Copy) - Executive Creative Director
Individual Credits:	Aastha Gandhi - Creative Director, Srikanta Behera - Creative Director
Individual Credits:	Saptarishi Chakraborti - Associate Creative Director
Individual Credits:	Mohit Singla - Associate Creative Director
Individual Credits:	Vivek Mehra - Creative Controller, Vishal Yadav - Associate Creative Director
Individual Credits:	Kingshuk Dey(Art) - Executive Creative Director
Individual Credits:	Krunal Bhatt - Vice President Aditi Sobti - Vice President
Individual Credits:	Chandni Ahuja - Client Services Director Shreya Bhalla - Account Director
Individual Credits:	Prem Narayan – Chief Strategy Officer, Ogilvy India
Individual Credits:	Rohitash Srivastava - Head of Strategic Planning-Ogilvy India (North)
Individual Credits:	Pritish Mukherjee - Vice President - Strategy
Individual Credits:	Rupa Roy - Senior Planning Director