McDonald's Turns Shake Shake Fries Into a Playful Musical Instrument
McDonald's India (North & East) has rolled out a new campaign called Shaka Shaka to promote its Shake Shake Fries. The initiative turns the act of shaking fries into a playful, musical experience. Fans are encouraged to see the fries bag as more than just a snack—it's now an instrument.
The campaign centres on Papaji, a quirky guru who uncovers the 'cosmic percussion' hidden inside the Shake Shake Fries bag. His discovery transforms every shake and bite into a rhythmic beat. The mockumentary-style ads blend food with musical mysticism, aiming to create an immersive experience.
Rajeev Ranjan, Managing Director of McDonald's India (North & East), explained that the goal is to turn meals into fun, interactive moments. The brand wants to reinforce its position by offering unique dining experiences. Rahul Mathew, Chief Creative Officer of DDB Mudra Group, added that the campaign invites customers to play with their fries like a musical tool.
A TV ad titled Rukna Toh Banta Hai was released on February 20, 2026, as part of the push. Music plays a key role, tapping into Gen Z's love for shareable, rhythm-driven content. The campaign highlights how fans enjoy the act of shaking the fries just as much as eating them.
The Shaka Shaka campaign reframes Shake Shake Fries as both a snack and a playful instrument. McDonald's aims to deepen engagement by blending food with music and humour. Details on further rollouts, such as social media or local events, have not yet been shared.
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