KFC India has found a unique way to appeal to todays mobile-focused consumers, enabling customers to recharge both themselves and their phone with a limited edition box featuring a built-in power bank for smartphones.

The Watt a Box is available to customers in selected stores in Mumbai and Delhi, as well as through an online content on the KFC India Facebook page. The box integrates the popular 5-in-1 Meal Box with a 6,100mAh Lithium-ion battery, and includes a USB cable and Apple Lightning cable for both iOS and Android devices.

“We launched the 5-in-1 Meal Box in March this year with the objective of providing an abundant complete meal and at an affordable price for our customers,” said Lluis Ruiz Ribot, chief marketing officer of KFC India. “With the launch of Watt a Box, we have gone a step ahead and also introduced an element of utility into the box. Each one of us spends a considerable time on our smartphones daily and the phone battery going dead is almost like a nightmare! No longer so, with Watt a Box around.”

The promotional box was created in partnership with Mumbai-based creative agency Blink Digital.

“In todays day and age, smartphones have become as indispensable as food,” said Dooj Ramchandani, co-founder and chief creative officer of Blink Digital. “Finding a charger when your smartphone battery is low can be stressful – whether in the middle of a meeting or in the middle of a meal.

“We wanted to offer a smarter and easy, cool way for our consumers to recharge their smartphones at KFC, either in-store or on the go, that would give them more of the moment to enjoy their meal and have one less thing to worry about.”

Quite how effective the charger is remains to be seen – a writer for BGR who tested one device said it only provided a 17 per cent boost to his battery over the course of half an hour before showing as drained – but the promotion certainly demonstrates the innovative ways in which brands are recognising how central smartphones have become to the average consumers life.

Don’t forget to enter the Effective Mobile Marketing Awards. The Early Bird deadline for submissions is 22 July. More details here.