In a world that’s constantly moving faster, KitKat, in collaboration with global creative company VML and Delhi-based production house The Other Half, attempts to gently encourage people to slow down—even if just for a few moments. Together, they’ve introduced “The Slooowest Vending Machine in the World.” Rather than offering instant gratification, the vending machine invites people to pause—a small, mindful break in the middle of a busy day. The idea came from a collaboration between VML Netherlands and VML India, with design and engineering brought to life by The Other Half.
Set up in one of Hyderabad’s largest commercial hubs, where life rarely pauses, the installation offers something slightly different. Instead of a quick transaction, it creates a brief, immersive experience designed to remind people to take a moment for themselves.
“We live in a culture that increasingly values speed, especially in India, where even our breaks are becoming shorter,” said Gopichandar J, Director – Confectionery. “Vending machines are typically built for convenience and immediacy. With this, we wanted to explore whether even a small pause could feel meaningful—a simple KitKat break, experienced a little differently”, he added.
"While the average vending machine pops out a snack in three seconds, ours takes a luxurious ride in no hurry at all," explained Kalpesh Patankar, Chief Creative Officer, VML India. "For the entire duration of the KitKat’s journey, people are invited to do what they hardly ever do anymore: have a break. To watch. To smile. To simply be."
“Everything today is about speed, about multitasking and checking things off a list. But what happened to taking a moment for yourself, to have a break? We created the Vending Machine in order to allow people a guilt-free moment of wonder in a world that needs it more than ever,” added Bas Korsten, Global Chief Creative Officer, Innovation & Chief Creative Officer, EMEA.
In the middle of a fast-paced environment, the installation quietly drew attention. People lingered a little longer, shared a smile, or simply watched as the journey unfolded.
