MAM
McDonald’s shakes things up with shakashaka fries and a musical twist
MUMBAI: McDonald’s India – north and east is striking a crispy, crunchy, and catchy chord with food lovers through its latest campaign, Shakashaka. This quirky, mockumentary-style campaign reimagines shakeshake fries as more than just a snack, it’s now a musical instrument, thanks to the eccentric and musically enlightened Papaji.
The campaign follows Papaji, who discovers that the rhythmic shaking of the shakeshake fries bag produces the vibrations of the cosmos, leading to the birth of Shakashaka, a movement that teaches fans the art of Shak-ing, Shuk-ing, and Shik-ing their way to flavour-filled enlightenment. “Fries may be French, but the sounds they produce are universal,” declares Papaji, as he recruits a cult of Shakashakers, even hosting live classes at select McDonald’s locations to spread the joy of shaking.
McDonald’s India – north and east has tapped into the insight that fans love the ritual of shaking the fries as much as eating them. With music playing a crucial role in gen z’s identity, the Shakashaka campaign transforms this simple act into an immersive and shareable experience.
McDonald’s India managing director for north and east Rajeev Ranjan said, “At McDonald’s, we believe every meal should be more than just delicious! Our Shakashaka campaign is designed to turn dining into an interactive, fun-filled moment where great taste meets excitement. With every sprinkle, shake, and bite, customers become part of the flavour adventure, making each meal uniquely theirs.”
To make the celebration even more appetising, the campaign also introduces McDeal meals—an affordable way for customers to enjoy their favourite McDonald’s flavours without breaking the bank. Starting at just Rs 69, the new offers include Mcchicken patty with piri piri seasoning for Rs 69, Mcaloo tikki burger with piri piri fries for Rs 79, and veg surprise or chicken surprise with piri piri fries for Rs 89, ensuring a deliciously pocket-friendly indulgence.
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Primus Partners appoints Akasa Air co-founder Neelu Khatri as independent director
Veteran aviation and defence professional joins as independent director
NEW DELHI: Primus Partners has appointed Neelu Khatri, a founding member of Akasa Air, as an independent director, strengthening the consulting firm’s board as it prepares for its next phase of growth.
Khatri brings more than three decades of experience across defence, aviation, aerospace technology and consulting. She was part of the core team that helped build Akasa Air from concept to launch, contributing to what has been widely described as one of the fastest airline scale ups in recent aviation history.
At Primus Partners, she will provide strategic guidance on corporate governance and help steer the firm’s long term growth plans. Her experience of building a start up into a full scale organisation is expected to support the consulting firm as it expands its footprint.
Primus Partners co-founder and chairperson Davinder Sandhu, said the appointment brings valuable expertise to the board. “Neelu’s journey across defence, aviation and consulting brings a rare blend of operational insight and strategic thinking. Her experience in rapidly scaling Akasa Air will be invaluable as we continue to grow while maintaining a strong focus on corporate governance,” he said.
Primus Partners, an India headquartered management consulting and solutions firm, has emphasised governance and board oversight since its early days. The company has also taken an unconventional approach by inviting its Gen Z employees to attend board meetings so that younger perspectives can contribute to discussions.
Speaking on her appointment, Khatri said the consulting sector is entering a transformative period shaped by emerging technologies. “The industry is evolving rapidly with the rise of AI. This is an exciting moment for an Indian origin consulting firm like Primus Partners to expand its product offerings and strengthen its presence globally,” she said.
She added that as the firm pursues ambitious expansion plans, her focus will be on ensuring strong governance frameworks and effective risk management as the organisation scales.
