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In a world of food delivery apps and constant distractions thanks to smartphones, McDonald’s India has, in its latest TVC, made the bold call of asking people to put their phones aside and visit its outlets. The ad shows youngsters embracing the idea of flipping over their phones to spend more time with those around.

This comes at a time when McDonald’s is trying to beat a sharp decline in global sales for the fifth consecutive quarter and is facing flak from shareholders and top management alike. Says Kedar Teny, director, marketing and digital, McDonald’s (west and south), “With internet-enabled smartphones in our hands, most of us are constantly distracted. Based on this insight, our ads urge people to interact and flip to share food instead of pressing click to share.”

Adds Rajdeepak Das, chief creative officer, Leo Burnett, “The campaign effectively addresses the idea of rising unsociable behaviour and highlights how McDonald’s can deliver real-life experiences with its new offering — sharing packs — across its stores in different parts of the country.” Hitesh Mehta, vice-president, planning, Leo Burnett, agrees.

“The campaign aims to remind people that the power of balancing the online and the offline worlds is in their own hands. This is the philosophy that we have brought to life across mediums.” Sharing is caring, after all.