In a fresh and playful twist, McDonald’s India – North and East has introduced the "Shakashaka" campaign, turning their popular Shake Shake Fries into a musical instrument. The campaign, conceptualised by DDB Mudra Group, follows the story of Papaji, a "musically blessed gentleman" who discovers that the Shake Shake Fries bag produces cosmic vibrations.
Rajeev Ranjan, Managing Director of McDonald’s India – North and East, commented on the campaign: “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 flavour adventure, making each meal uniquely yours. Get ready to shake things up and make every meal a celebration of flavour, fun and excitement! Through this campaign, we are hopeful of further strengthening our leadership in offering unique and memorable dining experiences to customers.”
The campaign follows Papaji’s discovery, which leads to the creation of "Shakashaka," a new twist on the Shake Shake Fries, inviting everyone to learn the art of Shak-ing, Shuk-ing, and Shik-ing. As Papaji states, "Fries may be French, but the sounds they produce are universal." Papaji also hosted live classes at select McDonald's locations, encouraging fans to join his "cult of Shakashakers."
Rahul Mathew, Chief Creative Officer at DDB Mudra Group, explained the campaign's creative approach: “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.”
In addition to the humorous campaign, McDonald’s has introduced McDeal – an affordable meal option starting from Rs 69, featuring choices such as the McChicken Patty + Piri Piri Seasoning at Rs 69, McAloo Tikki Burger + Piri Piri Fries at Rs 79, and Veg Surprise/Chicken Surprise + Piri Piri Fries at Rs 89.
