MUMBAI, INDIA – What happens when crispy fries meet cosmic rhythm? You get Shaka Shaka – McDonald’s India (North & East)’s latest campaign that’s shaking things up, literally. In a delicious mashup of food, fun, and funk, the brand reimagines its iconic Shake Shake Fries as musical instruments, turning every bite into a beat.
At the heart of this campaign is Papaji, a melodically enlightened guru who discovers that the humble fries bag is actually a cosmic percussion device. The result? A mockumentary-style spectacle that riffs on musical mysticism and transforms a McDeal into a journey.
Commenting on insights behind this latest campaign, Rajeev Ranjan, Managing Director, McDonald’s India – North and East, said, “At McDonald’s, we believe every meal should be more than just delicious! Our Shakashaka campaign is designed to turn dining into an interactive, fun-filled moment where great taste meets excitement. With every sprinkle, shake and bite, you become part of the flavor adventure, making each meal uniquely yours. Get ready to shake things up and make every meal a celebration of flavor, fun and excitement! Through this campaign, we are hopeful of further strengthening our leadership in offering unique and memorable dining experiences to customers.”
Elaborating on the creative approach, Rahul Mathew, Chief Creative Officer, DDB Mudra Group said, “There’s always been something playful about the fries at McDonald’s. And we wanted to use that playfulness to announce the shake-shake fries with the peri-peri seasoning. So, we invited consumers to play with our fries in a different way. As a musical instrument.”
The campaign taps into the insight that fans love shaking the Shake Shake Fries as much as they love eating them. By leveraging the power of music, a core element of Gen Z’s identity, McDonald’s has turned a simple food ritual into an immersive and shareable experience.
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CREDITS
Agency: DDB Mudra Group
