Taste the Sound of McCrispy

The rise of local gourmet burger joints has created a gap between entry-level burgers and premium options. The burger world needed a break from overstimulating, brand-agnostic visuals.

Rooted in a unique insight into Indian culinary habits, Indulgence becomes synonymous with crunch—where papads, sev, and other crispy delights serve as its true custodians.

The McCrispy platform became the perfect choice for McDonald’s. We tapped into the psychology of sound, using it as a craving trigger with the idea “Taste the Sound,” giving the campaign a fresh angle. In the film “Shordaar Crunch,” the protagonist’s juicy, noisy bite of a McCrispy burger is so irresistible that it draws her astronaut brother and his boss from outer space, dropping in for the crunchy delight. By teasing with sound, we created a craving like no other, reclaiming the gourmet segment while winning the value perspective.

The McCrispy burger has become an intuitive choice for customers; a burger with meal appeal that’s also easy on the pocket.