McDonald’s India – North and East, operated by Connaught Plaza Restaurants Pvt. Ltd. (CPRL), has launched a print-led campaign for its Signature Burger range that uses augmented reality (AR) to extend the newspaper advertisement into a digital experience.
Readers can scan the print advertisement using a smartphone to view a three-dimensional visualisation of the Signature burgers. The AR layer presents the structure of the burgers, focusing on their ingredients and composition, with the aim of encouraging engagement beyond the printed page.
The campaign reflects an attempt to integrate technology with traditional print media, positioning newspapers as an interactive platform rather than a static format. According to the brand, the approach supports its broader efforts to use digital tools to enhance consumer interaction with product launches.
McDonald’s stated that all key ingredients used in the range, including lettuce, mushrooms, chicken and eggs, are sourced from Indian suppliers, in line with the company’s local sourcing approach.
The AR-enabled print execution accompanies a wider campaign to introduce the Signature Collection through visual storytelling across platforms.
The Signature Collection is now available at McDonald’s restaurants across North and East India, with options for dine-in, takeaway, drive-thru and delivery via third-party platforms.
