New Delhi, 30th December 2025: McDonald’s India – North and East, operated by Connaught Plaza Restaurants Pvt. Ltd. (CPRL), has reimagined print advertising with its latest Signature Burger campaign, transforming a static newspaper ad into an immersive, AR-led experience. Designed to be experienced, felt and shared, the AR-led creative brings alive the rich layers, textures and mouthfeel of the burgers, marking McDonald’s entry into India’s evolving flavour-flex era.
By simply scanning the ad using a smartphone, the Signature range of burgers comes alive, rising off the page in rich, animated detail that highlights layers, textures, and indulgence. The experience brings forth the drool-worthiness and craveability of the burgers, making print not just something you see, but something you feel can trigger real hunger cravings.
This innovation elevates print from a passive medium to an engaging, sensory touchpoint, setting a new benchmark for how legacy media can be redefined through technology. It reinforces McDonald’s commitment to pushing creative boundaries and delivering modern, immersive brand experiences at scale.
The New Signature Collection includes:
- Cheesy Mushroom (INR 239): A rich, cheesy mushroom patty paired with a savoury Italian sauce, tangy gherkins and crisp lettuce, all stacked inside a protein bun to create a harmonious blend of textures and mouthfeel.
- Cheesy Chicken (INR 239): A flame-grilled chicken patty layered with a juicy egg patty, balanced with tangy habanero sauce, crisp gherkins and crunchy lettuce, nestled within a protein bun for a satisfying, multi-layered bite.
Staying true to McDonald’s ‘Proudly Indian’ commitment, every ingredient from fresh lettuce and mushrooms to chicken and eggs, is sourced from trusted Indian suppliers. This focus on local sourcing not only supports Indian farmers and partners but also ensures freshness and flavours that resonate strongly with Indian taste preferences.
By blending cutting-edge AR technology with indulgent food storytelling, the ad film reimagines how consumers engage with food launches – making the Signature Collection something to experience visually and emotionally.
With this launch, McDonald’s continues to reinforce its focus on innovation, quality and storytelling, bringing elevated, multi-sensorial experiences for everyone.
The New Signature Collection is now available at McDonald’s restaurants across North and East India, offering dine-in, takeaway, drive-thru, and delivery options through third-party aggregators.
