Britannia Little Hearts taps AI and AR for World Emoji Day campaign

MUMBAI: It seems even a biscuit can wear its heart on its sleeve especially when AI is lending a hand. Britannia Little Hearts has embraced the growing intersection of technology, social media and quick commerce with a new campaign that uses augmented reality, artificial intelligence and digital retail touchpoints to turn a popular hand gesture into an interactive brand experience.

Timed to coincide with World Emoji Day, the campaign, titled ‘Share the OG Heart’, invites consumers to recreate the widely recognised Korean Heart gesture through an AI-powered augmented reality experience designed to blend physical and digital engagement.

The activation begins with an AR-enabled print advertisement carrying a QR code. Once scanned, users are directed to the OG Heart Selfie experience, where browser-based AI recognises the Korean Heart gesture in real time. Consumers can then pose for a personalised image and share it with friends and family across social media.

Britannia has also extended the campaign beyond traditional advertising by integrating it into quick commerce platforms. On Zepto, shoppers adding Britannia Little Hearts to their cart are greeted with the Korean Heart gesture accompanied by the brand’s signature “Ting Ting Ti-Ding” sonic identity during checkout.

Meanwhile, Blinkit users can search for selected Britannia products using digital icons representing different brands and product categories, adding a playful, discovery-led element to the shopping experience.

The campaign has been conceptualised by Monks in collaboration with technology company Xtendr, whose browser-based platform combines artificial intelligence (AI), extended reality (XR), Simultaneous Localisation and Mapping (SLAM) and advanced shaders to deliver the interactive experience without requiring consumers to download a dedicated mobile application.

According to the companies, the technology enables real-time gesture recognition directly within a web browser, making the activation more accessible while reducing friction for users.

The campaign also extends onto social media, encouraging consumers to upload their #OGHeart selfies on Instagram by tagging @britanniasnackinc for a chance to win prizes, subject to the campaign’s terms and conditions.

With the initiative, Britannia is leaning into a broader marketing trend where brands increasingly combine AI, immersive technologies and commerce platforms to transform conventional advertising into interactive consumer experiences. Rather than limiting engagement to a single medium, the campaign spans print, digital, social media and quick commerce, reflecting how brands are adapting to changing consumer behaviour in an increasingly connected retail landscape.