It's impressive to see our favourite fast-food restaurants serving the society with not just good, affordable food but also working for its betterment. KFC won our heart with its crunchy fried chicken items and it's winning our heart all over again with its new initiative for a social cause. KFC India has been a pioneer in enabling the Speech and Hearing Impaired by extending employment and growth opportunities to them since 2008, employing and supporting more than 150 Speech and hearing-Impaired team members are present. On the occasion of International Day of Sign Languages on September 23, 2022, KFRC rolled out the #SpeakSign campaign in 33 Special KFC restaurants, operated by specially-abled team members across 19 cities, encouraging customers and team members to communicate only in sign language.
With KFC Kshamata, the brand has pledged to drive 2X empowerment by 2024, by doubling the number of Special KFC restaurants and increasing the women workforce at their restaurants. Taking the pledge beyond their restaurants, the brand has partnered with the Indian Deaf Cricket Association (IDCA) as 'Principal Sponsor' to build visibility and growth for the sport of deaf cricket in the country.
To mark the occasion of International Day of Sign Language, KFC India also launched its latest film 'Kshamata'- a heart-warming story of a hearing-impaired girl - directed by ace filmmaker Shoojit Sircar. The film marks the brand's effort to spread awareness and acceptance of sign language as a medium of communication. The film was screened exclusively at PVR Chanakyapuri, Delhi, by Moksh Chopra, GM, KFC India and Shoojit Sircar. The film is a glimpse into the life of Ishmeet, portrayed beautifully by Ashmit Kaur and Sapna Soni, as she breaks the societal shackles of what she can and cannot do. The screening was followed by a panel discussion with Moksh, Shoojit, Ritu Sharda, Chief Creative Officer, Ogilvy and Dr Sujaya Banerjee, Founder and CEO, Capstone People Consulting & Founder Women Leadership Forum of Asia as the panellists' exchanged views on unlocking potential for the Speech & Hearing Impaired (SHI). Urging people to #SpeakSign, guests at the event were tutored in basic Sign Language by Indrajeet, a specially-abled team member of KFC.