To mark World Emoji Day, Britannia Little Hearts has launched an AR-enabled print campaign titled ‘Share the OG Heart’, encouraging consumers to celebrate one of the world’s most recognisable expressions of affection: the Korean Heart.
The campaign builds on the popularity of digital icons, which have become an integral part of everyday conversations. Through the initiative, the brand positions the Korean Heart as the “OG Heart”, inviting consumers to recreate the gesture in an interactive format.
The experience begins with a QR code embedded in the print advertisement. By scanning the code, consumers can access the OG Heart Selfie AR experience, strike their own Korean Heart pose and generate a personalised image that can be shared with friends and family across digital platforms.
Taking the celebration beyond print, Britannia has also partnered with leading q-commerce platforms – Zepto and Blinkit – to extend the OG Heart experience into everyday shopping. On Zepto, every time consumers add Britannia Little Hearts to their cart, they’re greeted with the Korean Heart and Britannia’s signature Ting Ting Ti-Ding sonic, making checkout engaging and memorable.
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.
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. 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.”
Conceptualised by Monks and powered by Xtendr’s proprietary browser-based technology, the experience combines AI and XR to recognise custom gestures, while SLAM and advanced shaders create responsive, immersive interactions. The browser-based format removes the need for app downloads, making the experience instantly accessible.
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.”
