Vending machines are grab & go conveniences, part of the ever-faster world of today. But not Kit-Kat India’s.  

VML Netherland, VML India and Delhi production house, The Other Half, have created The Slooowest Vending Machine in the World and set it up in one of Hyderabad’s largest commercial hubs, where life rarely pauses. It takes three minutes for your Kit-Kat top appear once a coin is inserted. Each KitKat moves through a series of playful scenes inspired by everyday life in India – travelling on a toy train, passing through a Ferris wheel, riding an iconic truck, floating along a river, and finally becoming part of a festive procession. The activation reminds people to slow down and enjoy a break – a moment for themselves.

“We live in a culture that increasingly values speed, especially in India, where even our breaks are becoming shorter,” stated Gopichandar J, director – confectionery. “Vending machines are typically built for convenience and immediacy. With this, we wanted to explore whether even a small pause could feel meaningful, a simple KitKat break, experienced a little differently.”

“While the average vending machine pops out a snack in three seconds, ours takes a luxurious ride in no hurry at all,” added Kalpesh Patankar, chief creative officer, VML India. “For the entire duration of the KitKat’s journey, people are invited to do what they hardly ever do anymore: have a break. To watch. To smile. To simply be.”

“Everything today is about speed, about multitasking and checking things off a list. But what happened to taking a moment for yourself, to have a break? We created the vending machine in order to allow people a guilt-free moment of wonder in a world that needs it more than ever,” added Bas Korsten, global chief creative officer VML, innovation & chief creative officer, EMEA.