McDonald's India - North and East has rolled out a campaign, ‘Shakashaka,’ for its piri piri fries that is musically inspired and set in a mockumentary-style narrative.

The tongue-in-cheek campaign centres around the story of Papaji, a self-styled modern-day guru who discovers the ‘spiritual’ potential of the 'Shake Shake' fries bag to produce 'vibrations of the cosmos’ by shaking it in a specific manner. The film showcases him training his disciples in the art of ‘shak-ing, shuk-ing, and shik-ing’ their way to the crunch of the crispy fries and musical enlightenment, with statements such as, ‘Fries may be French, but the sounds they produce are universal.’

The campaign plays on the notion that users enjoy shaking their Piri Piri fries just as much as eating them.

What we think about it: By blending the creative in a musical mockumentary style narrative, the fast food brand attempts to turn a simple snack ritual into a fun, shareable experience for its Gen Z TG. However, the outcome - an over two-minute-long film with a sluggish storyline - can instead end up testing viewers' patience in an already attention-deficit world!

Rajeev Ranjan, managing director, McDonald’s India – North and East, said, “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.”