To spread awareness and acceptance about sign language as a mode of communication, the brand demonstrated their efforts towards ability parity with the KFC Kshamata program, with 33 restaurants assisted by more than 130 specially-abled team members.
With messaging such as ‘Give us a Sign’ greeting customers at restaurant entrances of KFC outlets, references as ‘Kuch Na Kaho’ were set up to cater to customers, and specially-abled team members were coaching customers in basic signs were witnessed across restaurants. Team members also wore badges indicating ‘Let’s use less words & more signs today’ to help guide customers.
Customers were just as sporting and participative; those successfully placing their order in sign language were surprised with an honorary band. Another installation was a booklet that opened as a poster. Placed on every table at the restaurants, this booklet demonstrated basic signs for catching up with friends and family over their favorite Bucket of KFC chicken, with signs for ‘How are you?’, ‘What plans today?’ to ‘LOL’.
Moksh Chopra, Chief Marketing Officer, KFC India, said, “Our founder, Colonel Sanders, firmly believed that everyone had a seat at his table, and his values & beliefs continue to inspire us even today. We have always been committed to enhancing inclusivity for the hearing and speech impaired. What better way to accentuate conversation around inclusivity than helping spread awareness and usage of sign language, on the International Day of Sign Languages? This activation is an important landmark in our journey with KFC Kshamata, wherein we have let actions speak louder than words, quite literally. Our endeavor of encouraging team members & customers to converse in sign language is designed to break down the barriers of communication between the hearing and hearing impaired. Because the truth is you don’t always need spoken words to understand each other.”
In addition, as a build-up to the day, the brand posted short tutorial videos, rightly titled a ‘Crunch Course in Sign Language’ on their social channels to guide customers on how to place an order in sign language and more. This activation forms an integral part of KFC Kshamata – a pledge towards strengthening our diverse workforce and nurturing a culture of inclusion and mutual respect.