A few months after launching its add HOPE™ initiative, KFC India has announced that it will be contributing upto Rs.5 to the initiative from the sale of every bucket of chicken through October.
The add Hope Initiative
The add HOPE™ intitative aims to provide 20 million meals to underprivileged children by 2021. KFC will be working with the World Food Program and India Food Banking Network to create awareness about hunger and raise funds to provide meals to underprivileged children in India.
In August, KFC India announced that it had partnered with Bollywood personality, Ajay Devgn to make him a ‘Hope’ ambassador.
Now, KFC India has added strength to the initiative by pledging to contribute up to Rs.5 from the sale of every bucket of chicken during October to the cause. In order to build awareness, the brand has also rebranded the KFC buckets as “addHOPE buckets” which will be available in stores from today.
The buckets also depict characters; using image recognition technology, customers can visit www.addhope.in, point their camera at the characters and be directed to the stories of Pinky, Raju and Gopal which represent the stories of underprivileged children in India.
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.”