Britannia Little Hearts has rolled out an AR-enabled campaign to mark World Emoji Day, built around the widely popular Korean Heart gesture. The campaign invites consumers to scan a QR code on a print advertisement to unlock an AR experience, letting them create and share personalised selfies using the gesture.

As part of the initiative, Britannia has also teamed up with quick commerce platforms Zepto and Blinkit. On Zepto, shoppers adding Little Hearts to their cart are greeted with a Korean Heart animation paired with the brand’s sonic identity. On Blinkit, select Britannia products can be searched for using emojis representing each item, adding a playful layer to the shopping experience.

Speaking on the campaign, Puneet Das, Chief Marketing Officer, Britannia Industries, said Little Hearts has always stood for expressing affection in simple, everyday ways, and the Korean Heart, now one of the most recognisable gestures of love among younger audiences, felt like a natural fit for the brand this World Emoji Day. He added that the campaign invites consumers to celebrate that expression in an interactive way, creating moments worth sharing with people they care about.

Ketan Desai, MD, Monks India, said World Emoji Day offered the perfect opportunity to place Little Hearts at the heart of youth culture, blending a classic medium like print with a digital layer that reintroduces consumers to the original heart symbol.

Anurag Sachdeva, Founder & CEO, Xtendr, said the focus was on keeping the experience simple and app-free, using browser-based AI and XR to recognise the Korean Heart gesture in real time and bring the campaign to life instantly.