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McDonald's India: Shakashaka
The Cosmic Art of Shakashaka
Inspired by the percussion concept of drawing extraordinary musicality from ordinary objects, we turned our Shake Shake Fries to Shakashaka - a cultural, musical phenomenon. We built an experiential world through multiple in-store activations like the Shakashaka classes, fry-bag manuals, and a mockumentary series, introducing "Papaji," an enlightened preacher who unlocked the ‘divine’ power of shaking fries with the sacred Piri Piri seasoning. The narrative unfolded across hilarious films combined with the activations designed for Gen Z’s experiential appetite and meme culture. By surprising audiences with humour, myth-making, and participatory tutorials, we wove our fries into the fabric of their digital culture and dining experiences. Shakashaka became a movement that Gen Z wanted to emulate, meme, and share—turning fries into a form of musical self-expression & elevating the McDonald’s experience.
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