KFC launches image recognition enabled 'Bucket of Hope'
To strengthen its commitment towards fighting hunger through its add HOPE initiative, KFC India has announced that it will be contributing upto INR 5 from the sale of every bucket, through the month of October. The contributions will be made from sales across its 300+ stores and online ordering. To build greater awareness and engagement, the KFC buckets have been rebranded as “addHOPE” buckets, enabled with Image recognition and available in stores beginning 10th October.
KFC is using image recognition technology, to share through a short video, the story of Pinky, Raju, Gopal and millions of other children, who spend hours every day in search of food. By simply visiting the www.addhope.in on their mobile browser, pointing the camera at the characters drawn on the bucket, and clicking a picture, consumers will be directed to these powerful stories. Each story draws attention to the plight of millions of children who battle hunger every day, and how KFC add HOPE is making a difference.
Rahul Shinde, Managing Director, KFC India said, “Hunger is a very real and big challenge - at least 3,000 children die every day from poor diet related illness. The fact that millions of children go to bed hungry every night means that they are unable to grow, learn and thrive. It is a critical cause to unite behind.
We couldn’t be happier to announce that through the month of October, we will contribute towards fighting hunger from the sale of KFC buckets across 300+ stores and online. By making all our buckets, add HOPE buckets and carrying audio visual stories of hope on them, we want to call on more people to support the cause. The more they do the more hungry children we can help feed.”
add HOPE is KFC’s good purpose initiative that will continue to create awareness and raise funds through beneficiaries like World Food Program (WFP), India FoodBanking Network (IFBN), SMILE Foundation and Responsenet associated Feeding programs nationally. Together with these organizations, KFC aims to provide 20 million meals to underprivileged children by 2020.
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