McDonald’s India Uses AR in Newspaper Ads to Promote Signature Burgers

McDonald’s India – North and East, operated by Connaught Plaza Restaurants Pvt. Ltd. (CPRL), has introduced an augmented reality-led print campaign to support its Signature Burger range, using technology to add an interactive layer to traditional newspaper advertising. The initiative converts a static print ad into a digital experience that can be accessed by scanning the page with a smartphone.

Once scanned, the Signature burgers appear in animated form, moving off the page to highlight their layers, textures, and build. The AR execution is designed to make print more engaging by allowing consumers to interact with the product visually, rather than only viewing a flat image. This approach reflects the brand’s entry into what it refers to as India’s evolving ‘flavour-flex era’.

The campaign positions print as an active consumer touchpoint rather than a passive medium, demonstrating how legacy advertising formats can be integrated with digital tools. From a hospitality and food retail perspective, the move underlines the growing focus on experience-led marketing to drive attention and consideration in a competitive QSR market.

The new Signature Collection includes the Cheesy Mushroom burger priced at Rs 239, featuring a mushroom patty, Italian sauce, gherkins, lettuce, and a protein bun, and the Cheesy Chicken burger, also priced at Rs 239, made with a flame-grilled chicken patty, egg patty, habanero sauce, gherkins, lettuce, and a protein bun.

According to the company, the range aligns with McDonald’s ‘Proudly Indian’ positioning, with ingredients such as lettuce, mushrooms, chicken, and eggs sourced from Indian suppliers. This sourcing strategy supports local partners while catering to regional taste preferences.

The Signature Collection is currently available across McDonald’s outlets in North and East India, with access through dine-in, takeaway, drive-thru, and delivery via third-party platforms.