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

What we think about it: The campaign plays on the notion that users enjoy shaking their shake-shake fries just as much as eating them. By blending the idea in a quirky musical mockumentary narrative, the fast food brand attempts to turn a simple snack ritual into a fun experience for its TG of Gen Z. However, the outcome - an over two-minute-long film - with a sluggish storyline can instead end up testing one’s 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.”