KFC India is raising awareness for Indian Sign Language using its most distinctive brand asset, the bucket, around the occasion of International Day of Sign Languages, which falls on September 23, 2023.
The Sign Language Bucket features step-by-step visual tutorials of commonly used words and phrases in Indian Sign Language. 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 Sign Language Buckets will be available across all KFC restaurants in India this week.
The Sign Language Bucket and #SpeakSign campaign are part of KFC India’s Kshamata programme. Through the programme, KFC India is committed towards empowering women and the speech and hearing-impaired.
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 and 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 will also be introduced across Special KFC restaurants operated by speech and hearing-impaired employees, giving consumers a chance to learn how to sign. On September 23, all Special KFCs across India will go silent, with team members cheering on consumers to use less words, and more signs.
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