Project Overview

The Brief
McDonald's India was launching McCrispy burger and wanted to make the in-store experience itself part of the launch. The brief was to bring the burger's single biggest USP , that iconic crunch to life in a way customers could feel, not just hear about, while rewarding participation with real vouchers.

The Insight
A crunch is a sound, not a sight , hard to sell on a poster. But turn it into something people do, and suddenly it's memorable. The idea - don't tell customers the McCrispy crunches, make them chase the crunch themselves.

The Approach
I ideated a hyper-casual, web-based AR mystery hunt customers could play right in-store , no app download required. I built out the concept and put together the pitch deck to sell the idea to the client, and worked with the team to refine execution based on client feedback, while managing day-to-day client servicing throughout.

The Solution
We turned the McCrispy launch into an immersive gamified AR hunt. Customers scanned their surroundings in-store to uncover hidden digital elements, racking up points as they went — with each discovery reinforcing the sensory appeal of the crunch. On completion, players unlocked coupons redeemable at the outlet, turning gameplay directly into product trial.

My Role
Concept development , Pitch deck creation , Client servicing , Cross-team execution planning , Project Delivery

Impact
1.07L+ users engaged
1m 28s average dwell time