Britannia Little Hearts has launched an AI-powered augmented reality campaign, ‘Share the OG Heart’, to mark World Emoji Day. The campaign brings together AR, browser-based AI, XR technology and quick-commerce platforms to connect the brand’s iconic heart-shaped biscuit with the popular Korean Heart gesture.
The purpose of the campaign is to use a popular digital expression of affection to create a fun brand experience. At the same time, the brand is also positioning itself as the “OG Heart” in an emoji-driven world.
The Campaign kicks off with the QR-code enabled print advertising campaign. Consumers scan the QR code to experience OG Heart Selfie via web browser.
The AI-driven OG Heart Selfie recognizes the Heart gesture in real-time. Participants make the heart gesture, capture a selfie and share it with loved ones. The Campaign doesn't require participants to download any app to participate. The campaign was ideated by Monks, while Xtendr developed the AI and XR technology for it.
Britannia has extended the campaign beyond print through partnerships with Zepto and Blinkit. On Zepto, shoppers who add Britannia Little Hearts to their cart encounter the Korean Heart animation along with the brand’s signature ‘Ting Ting Ti-Ding’ sonic identity during checkout.
As Puneet Das, the chief marketing officer at Britannia Industries, put it, “the campaign is an extension of Little Hearts’ brand identity of affection through Korean Heart, a gesture that has become very popular among young people.”
The campaign reflects a broader shift in FMCG marketing. Brands are increasingly combining traditional advertising formats with AI, AR and digital commerce to create interactive consumer journeys.
For Little Hearts, the strategy connects a familiar product shape with a social-media-friendly gesture. The approach also brings the brand closer to the purchase moment through its use of print media, browsers and quick commerce.
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