In India, McDonald's asks customers to put down the smartphones

Its #KuchPalOffline ("Some Moments Offline") campaign was created by Leo Burnett

MUMBAI — McDonald’s has rolled out a new campaign in India to promote its "sharing packs" of two, three or more meals. Created by Leo Burnett, it leverages the hashtag #KuchPalOffline ("Some Moments Offline").

The campaign urges people to take a break from the online world and share quality offline moments at McDonald’s over its newly launched sharing packs.

The film showcases people consumed by technology and makes a case for them to spend more time in the real world. Supported by a song that speaks of this addiction, the film cycles through scenes showcasing people browsing the Internet on their mobile phones while ignoring their friends. The film ends with two boys making friends with a group of girls over a sharing combo at McDonald’s. A voiceover introduces the sharing packs followed by a super of the McDonald’s logo.

Kedar Teny, director, marketing and digital, McDonald’s (West and South), said, "With Internet-enabled smartphones in our hands, it is a fact that most of us are distracted. Our new campaign takes this simple insight and urges people to take a small break from the online world to share happy moments in the real world. Simply put we want to start a conversation and a movement amongst our customers by nudging them to go #KuchPalOffline with a simple act of ‘flip to share’ rather than ‘click to share.’ "

Raj Deepak Das, chief creative officer, Leo Burnett, said, "The idea is to stay away from the Internet and the world of technology (for a while). It is something everyone thinks but fails to execute. #KuchPalOffline effectively addresses this issue and highlights how McDonald’s can deliver real life experiences with its new offering."

Campaign credits:

Client: McDonald’s India
Agency: Leo Burnett
Chief creative officer: Raj Deepak Das
ECDs: Sachin Kamble and Prajato Guha Thakurta
Creative: SujitSawant, Qainat Mansoor, ManasKeer, VaibhavPatil, Siddharth Kalro
Planning: Hitesh Mehta, Divya Agrawal
Account management: Abhishek Jha, Supriya Bhasin, Sayantan Bhattacharya, Aditya Atre, Pratik Adhikari
Production house: Bubblewrap Films
Director: Suresh Triveni
Producer: Ketaki Guhagarkar

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