Britannia Little Hearts has launched an integrated campaign for World Emoji Day, inviting consumers to 'Share the OG Heart' through an interactive experience inspired by the popular Korean Heart gesture. The campaign combines augmented reality, artificial intelligence and quick commerce to create engaging consumer touchpoints across print and digital platforms.
At the heart of the campaign is an AR-enabled print activation, where consumers can scan a QR code to unlock the OG Heart Selfie experience, strike the Korean Heart pose and generate a personalised image to share with friends and family.
Extending the activation beyond print, Britannia has partnered with Zepto and Blinkit to bring the experience into everyday shopping. On Zepto, shoppers adding Britannia Little Hearts to their cart are greeted with the Korean Heart and the brand's signature sonic identity. Blinkit, meanwhile, allows consumers to search for selected Britannia products using familiar digital icons, making product discovery more intuitive and playful.
Puneet Das, Chief Marketing Officer, Britannia Industries, said, "Little Hearts has always celebrated the warm, fuzzy feeling of expressing affection in simple everyday ways. Today, the Korean Heart has become one of the most familiar expressions of love, especially among younger consumers, and we loved the idea of bringing the two together this World Emoji Day. With this campaign, we're inviting consumers to celebrate that expression in a fun, interactive way and create moments worth sharing with the people they care about."
According to Ketan Desai, MD, Monks India, said "World Emoji Day was a great opportunity to put Little Hearts right in the center of youth culture. It’s always fun to combine a classic medium like print with a digital engagement device that lets consumers fall in love with the OG heart all over again”.
Anurag Sachdeva, Founder & CEO, Xtendr said “Our focus was on making the experience simple and seamless for consumers. Using browser-based AI and XR, we've created an app-free experience that recognises the Korean Heart gesture in real time, bringing Britannia Little Hearts' OG Heart to life and allowing consumers to interact with the campaign instantly. It's a simple example of how technology can make everyday brand experiences more engaging."
Conceptualised by Monks and powered by Xtendr's browser-based AI and XR technology, the campaign enables consumers to participate without downloading an app. Britannia is also encouraging users to share their #OGHeart selfies on Instagram for a chance to win prizes.
