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.
