Going #KuchPalOffline with McDonald’s

Leo Burnett has launched a brand 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.

Kedar Teny, director, marketing and digital, McDonald’s (West and South), 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”.

RajDeepak Das, chief creative officer, Leo Burnett, said, “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 and Prajato Guha Thakurta, executive creative directors, Leo Burnett, added, “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”.

“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.