~Marks International Day of Sign Languages with a specially designed Sign Language Bucket~
~The Sign Language Bucket features step-by-step tutorials for consumers to learn to sign commonly used words and phrases~
~Multiple touchpoints such as Sign Language Menus and a dedicated webpage to encourage learning ISL also introduced~
Link to webpage here.
National, 22nd September 2023: Who says we always need words to understand each other?
Sometimes all it takes is a sign.
Ahead of International Day of Sign Languages, KFC India is using its most distinctive brand asset, the iconic bucket, to raise awareness for Indian Sign Language. The specially designed Sign Language Bucket features step-by-step visual tutorials of commonly used words and phrases, giving consumers a chance to learn how to communicate in Indian Sign Language (ISL). Terms such as ‘Hello’, ‘Please’, ‘Good Morning’, ‘How are you’, ‘Have a good day’, ‘Lol’, ‘What’s up?’ as well as numbers and sizes take center stage on the bucket. The specially designed Sign Language Buckets will be available across all KFC restaurants in India this week.
The Sign Language Bucket and the #SpeakSign campaign are part of KFC India’s Kshamata program, which is aimed at feeding people’s potential, and bridging the gender and ability gap. Through the Kshamata program, KFC India is committed towards empowering women and the speech and hearing-impaired at their restaurants.
Speaking about the initiative, Aparna Bhawal, CMO, KFC India & Partner Countries, said, “Our founder, Colonel Sanders, firmly believed that everyone had a seat at his table, and his values & beliefs continue to inspire us even today. Through KFC Kshamata and our #SpeakSign campaign, we are committed to enhancing inclusivity for the hearing and speech impaired. This year, ahead of International Day of Sign Languages, we really wanted to challenge ourselves and bring Sign Language to the forefront for consumers. So we took Sign Language to our biggest and most distinctive brand asset – the bucket. By transforming it with visuals that demonstrate ISL, we are presenting consumers with a way to actively learn the language. It’s a huge win in our journey towards inclusivity if people walk out of our restaurants having learnt the basics of sign.”
A special Sign Language Menu is also being introduced across Special KFC restaurants (operated by speech and hearing-impaired employees), giving consumers a chance to learn how to sign their favourite KFC menu items.
And that’s not all. On 23rd September, all Special KFCs across India will go silent, with team members cheering on consumers to use less words, and more signs. In addition to this, short tutorial videos will also be featured on KFC India’s Instagram handle offering a ‘Crunch Course in Sign Language’, to guide customers on how to converse in sign at a Special KFC restaurant.
About KFC Kshamata:
Since 2021, with Kshamata, KFC India has been committed to strengthening gender and ability parity in India. The brand aims to bridge the gender and ability imbalance gap and increase the women workforce at restaurants by 2X by 2024. In addition to this, efforts are under way to double the footprint of Special KFCs in India by 2024.
About KFC
KFC, a subsidiary of Yum! Brands, Inc. (NYSE: YUM.), is a global chicken restaurant brand with a rich, decades-long history of success and innovation. It all started with one cook, Colonel Harland Sanders, who created a finger lickin’ good recipe more than 80 years ago, a list of secret herbs and spices scratched out on the back of the door to his kitchen. Today we still follow his formula for success, with real cooks breading and freshly preparing our delicious chicken by hand in more than 26,000 restaurants in over 145 countries and territories around the world.
For more information, visit https://online.kfc.co.in/
