To mark World Emoji Day, Britannia Little Hearts has introduced an interactive campaign centered on the Korean Heart gesture, a popular symbol used in digital conversations to express affection.
The campaign features an AR-enabled print experience where consumers can scan a QR code on the advertisement to access the OG Heart Selfie feature. Users can create a personalised image by making the Korean Heart gesture and share it with friends and family through their mobile browsers without downloading an app.
Britannia has also expanded the campaign to quick commerce platforms, including Zepto and Blinkit. On Zepto, shoppers who add Britannia Little Hearts to their cart are shown a Korean Heart animation and the brand’s Ting Ting Ti Ding sonic branding during checkout.
On Blinkit, consumers can search for selected Britannia products using familiar digital icons, whether it’s ❤️🫰 for Britannia Little Hearts, 😏 for Britannia Milk Bikis Milky Sandwich, 🍪 for Good Day, ☕ for Britannia Marie Gold and Britannia Toastea, 🍕🧀 for Cheese, 🥐 for Croissant, or ⭐🍫 for Pure Magic Choco Stars.
The campaign has been conceptualised by Monks and uses browser-based technology developed by Xtendr. The experience combines artificial intelligence, extended reality, gesture recognition, SLAM technology, and advanced shaders to deliver interactive visuals directly through a web browser.
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.”
He further added, “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.”
