CE DESK 
McDonald’s India – North and East transforms newspapers into an AR-powered playground, bringing its new Signature Collection burgers to life on the page.
McDonald’s India – North and East has turned the humble newspaper into an interactive playground to launch its new Signature Burger range, powered by augmented reality. The print-led campaign invites readers to scan a full-page ad with their smartphones to see the Signature burgers dramatically rise off the page in rich 3D animation, showcasing their layers, textures, and indulgent ingredients.
Operated by Connaught Plaza Restaurants (CPRL), the brand is using this tech-enabled storytelling to reposition print from a static medium into an engaging digital touchpoint, especially for urban, mobile-first consumers in North and East India. The AR experience not only underscores the premium positioning of the Signature Collection – featuring Cheesy Mushroom and Cheesy Chicken variants – but also triggers instant craving and trial by allowing consumers to virtually experience the build of the burger before ordering. With availability across dine-in, takeaway, drive-thru, and delivery, the AR newspaper campaign neatly bridges offline discovery and online consumption, signalling how QSR brands are innovating media to stand out in a cluttered market.
