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Take a break from virtual and get a real life, says McDonald’s

Leo Burnett’s #KuchPalOffline campaign for McDonald’s shows how it is more fun to ‘flip (the phone) to share’ rather than ‘click to share’

Aanchal Kohli | Mumbai | April 14, 2015

Take-a-break-McDonald Click on the image to watch the TVC.

So strong is the grip of social media and the virtual world that people today are forgetting to connect with each other in the real world. This is the premise of McDonald’s latest campaign, ‘#KuchPalOffline’. Conceptualised by Leo Burnett, the campaign urges people to take a break from the online world and share some quality offline moments at McDonald’s with its newly launched sharing packs.

The TVC showcases various situations, wherein youngsters are seen constantly on their smartphones even as their friends ask them to come offline and enjoy the real world – be it celebrating an impromptu birthday party at midnight or making friends in the real world. Lighthearted and catchy music accompanies the simple narrative that reiterates the message of the brand. The film ends by showcasing the popular fare from McDonald’s kitty.

Kedar Teny, Director, Marketing and Digital, McDonald’s (West and South), commented, “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’.”

RajDeepak Das RajDeepak Das

Raj Deepak Das, Chief Creative Officer, Leo Burnett, elaborated, “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.”

Sachin Kamble Sachin Kamble

Sachin Kamble and Prajato Guha Thakurta, Executive Creative Directors, Leo Burnett, added here, “We have crafted a foot tapping anthem that urges people to take a break from the virtual world and share real moments with real people.”

Hitesh Mehta Hitesh Mehta

“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 Hitesh Mehta, Vice-President, Planning, Leo Burnett.

The TVC:



Client: McDonald’s India

Kedar Teny, Director, Marketing and Digital, McDonald’s (West and South)

Agency: Leo Burnett

Chief Creative Officer: Raj Deepak Das

ECDs: Sachin Kamble, Prajato Guha Thakurta

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

Planning: Hitesh Mehta, 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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