KFC India, the renowned quick-service restaurant chain, is embarking on a transformation of its iconic buckets by incorporating sign language designs in all of its Indian restaurants, commencing this week. This initiative is in anticipation of the International Day of Sign Languages and aims to foster awareness for the Indian sign language.
The bucket showcases easy-to-follow visual tutorials of frequently used words and phrases, empowering customers to acquire proficiency in Indian sign language.
In a statement, the quick-service restaurant (QSR) chain announced that the buckets will incorporate Indian Sign Language (ISL). They will include commonly used words and phrases like ‘hello,’ ‘please,’ ‘what’s up?,’ as well as numbers and sizes. These specially designed buckets will be available in stores for a duration of one month.
The sign language bucket and the #SpeakSign campaign are integral components of KFC India’s Kshamata initiative, which is designed to address gender and ability disparities, as stated by the company.
Aparna Bhawal, chief marketing officer at KFC India and partner countries, said, “We are committed to enhancing inclusivity for the hearing and speech impaired. We took sign language to our most distinctive brand asset – the bucket.”
KFC, a brand under Yum! Brands, has announced the introduction of a sign language menu in select KFC restaurants where employees are speech and hearing-impaired. On September 23, all these unique establishments throughout India will embrace a silent atmosphere, with instructional videos available on KFC India’s Instagram account, the restaurant chain has confirmed.
“Efforts are under way to double the footprint of Special KFCs in India by 2024,” the company added.