McDonald’s asks people to spend #KuchPalOffline

Watch the film conceptualised by Leo Burnett here

Apr 14, 2015 10:31:00 AM | Video | Campaign India Team

McDonald’s has rolled out its latest campaign to promote its ‘sharing pack’. Conceptualised by Leo Burnett, it leverages the #KuchPalOffline concept.
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.
The film showcases various instances of people being consumed by technology and makes a case for them to spend more time in the real world. Supported by a song that speaks of this addiction, the film cycles through scenes showcasing people browsing the internet on their mobile phones while ignoring their friends. The film ends with two boys making friends with a group of girls over a sharing combo at McDonald’s. A voiceover introduces the sharing packs followed by a super of the McDonald’s logo.
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’.”
Raj Deepak 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.”
Hitesh Mehta, vice president, planning, Leo Burnett, said, “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.”
Client: McDonald’s India
Creative agency: Leo Burnett
Chief creative officer: Raj Deepak Das
ECDs: Sachin Kamble and Prajato Guha Thakurta
Creative: SujitSawant, Qainat Mansoor, ManasKeer, VaibhavPatil, Siddharth Kalro
Planning: Hitesh Mehta, Divya Agrawal
Account management: Abhishek Jha, Supriya Bhasin, Sayantan Bhattacharya, Aditya Atre, Pratik Adhikari
Production house: Bubblewrap Films
Director: Suresh Triveni
Producer: Ketaki Guhagarkar