MAM
Kitkat installs ‘The Slooowest Vending Machine in the World’ in Hyderabad
Campaign encourages busy Indians to pause and take a mindful break.
MUMBAI: In a world that runs on instant everything, Kitkat has decided to hit the brakes literally. The iconic chocolate brand, in collaboration with global creative company VML and Delhi-based production house The Other Half, has unveiled “The Slooowest Vending Machine in the World” in one of Hyderabad’s busiest commercial hubs.
Instead of dispensing a Kitkat in the usual three seconds, this unique installation takes its sweet time. Once a coin is inserted, the chocolate bar embarks on a whimsical, slow-motion journey through miniature scenes inspired by everyday Indian life riding a toy train, spinning on a Ferris wheel, travelling in an iconic truck, floating down a river, and joining a festive procession.
The experience is designed to gently remind people to slow down and enjoy a mindful pause, even in the middle of a hectic day. “Have a break. Have a Kitkat.” has never felt more intentional.
Nestlé director of confectionery Gopichandar J said the idea was born from observing how even breaks in India are becoming shorter. “Vending machines are built for speed and convenience. We wanted to explore whether a small pause could feel meaningful.”
VML India chief creative officer Kalpesh Patankar added with a smile, “While the average vending machine pops out a snack in three seconds, ours takes a luxurious ride in no hurry at all.”
VML global chief creative officer for innovation & chief creative officer for EMEA Bas Korsten summed up the philosophy, “Everything today is about speed and multitasking. But what happened to taking a moment for yourself?”
The installation quietly drew crowds who lingered longer than usual, watching the journey unfold with smiles and a rare moment of stillness.
In a city known for its fast pace, Kitkat has created a delightful reminder that sometimes the best things like a good break are worth waiting for. A simple, clever idea that proves even a vending machine can teach us to slow down and savour the moment.
AD Agencies
Prakash Nair reportedly quits Ogilvy after 23 years
One of the agency’s longest-serving leaders has moved on, with his next destination still unknown
MUMBAI: After more than two decades at one address, Prakash Nair has left the building. The president and head of office, north at Ogilvy has moved on from the agency, according to highly placed industry sources. His next move remains unknown. Ogilvy did not respond to requests for comment.
Nair spent over 23 years at the agency, making him one of its longest-serving senior figures. He was elevated to lead the Gurugram office in April 2022, a role that put him at the helm of Ogilvy’s northern operations at a time of considerable churn across the advertising industry.
Before taking charge in the capital, Nair served as associate president at Ogilvy Mumbai, where he worked on some of the agency’s most prized accounts, including Mondelez, Tata Motors, and BP Castrol. Over the years, he built a reputation for driving modern, integrated, and award-winning work, the kind that wins metals at Cannes and keeps clients from straying.
His departure was marked in style. A farewell gathering was held in Delhi, attended by senior figures from across the advertising fraternity, a signal of the regard in which Nair is held in an industry that does not always pause to say goodbye properly.
Where he goes next is the question the industry is now asking. After 23 years at one of the world’s most storied agencies, the answer, when it comes, will be worth watching.
