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Leo Burnett urges people to go offline in new McDonald’s campaign

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MUMBAI: Leo Burnett has launched a new campaign inviting people to share some offline moments at McDonald’s. 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 for two, three and more, across stores in India.

McDonald’s director, marketing and digital (West and South) Kedar Teny said, “With internet enabled smart-phones 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.”

Leo Burnett chief creative officer Raj Deepak Das added, “With #KuchPalOffline, we are hoping to start a movement where we all would increasingly give due importance to sharing real life experiences offline. 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 - the sharing packs for two, three and more, across stores in India.”

“Through a simple and effective mnemonic like flipping the phone upside down, the campaign aims to remind people that the power of balancing the online and the offline worlds is in their own hands. This is a philosophy, which we have brought to life across mediums including in-store, through various real-time and engaging acts,” said Leo Burnett vice president planning Hitesh Mehta.

CREDITS:

Client: McDonald’s India

Agency: Leo Burnett

Chief Creative Officer: Raj Deepak Das

ECDs: Sachin Kamble and Prajato Guha Thakurta

Creative: Sujit Sawant, Qainat Mansoor, Manas Keer, Vaibhav Patil, Siddharth Kalro

Planning: Hitesh Mehta (Vice President), Divya Agrawal

Account Management:  Abhishek Jha (Brand Partner), Supriya Bhasin (Brand Director), Sayantan Bhattacharya, Aditya Atre, Pratik Adhikari

Production House: Bubblewrap Films

Director: Suresh Triveni

Producer: Ketaki Guhagarkar

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