Britannia Little Hearts has unveiled an innovative AI-powered augmented reality (AR) campaign titled ‘Share the OG Heart’ to mark World Emoji Day. The campaign blends browser-based AI, XR technology, and quick-commerce partnerships to transform the brand’s iconic heart-shaped biscuit into a digital symbol of affection.
How the Campaign Works
The initiative kicks off with QR-code-enabled print advertisements. Consumers simply scan the QR code using their smartphone camera to launch the ‘OG Heart Selfie’ experience directly in a web browser—no app download required. The AI-driven tool recognizes the popular Korean Heart gesture in real time, allowing users to capture a selfie and share it with friends and family.
Britannia has extended the campaign beyond print by teaming up with quick-commerce platforms Zepto and Blinkit. On Zepto, shoppers who add Britannia Little Hearts to their cart encounter the Korean Heart animation alongside the brand’s signature ‘Ting Ting Ti-Ding’ sonic identity during checkout.
Blending Nostalgia with Youth Culture
Puneet Das, Chief Marketing Officer at Britannia Industries, explained that the campaign is a natural extension of Little Hearts’ brand identity of affection. By leveraging the Korean Heart gesture—a wildly popular expression among young people—the brand creates a fun, shareable experience that bridges traditional advertising and modern digital interaction.
This campaign reflects a broader trend in FMCG marketing, where brands are combining print, AI, AR, and digital commerce to build interactive consumer journeys. For Little Hearts, the strategy not only celebrates a beloved product shape but also brings the brand closer to the moment of purchase through print media, browser-based technology, and quick commerce.
The technology behind the campaign was ideated by Monks, with AI and XR development by Xtendr.
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