Leo Burnett India has created a new set of commercials for McDonald’s’ Happy Price Menu. The menu was launched in 2004 and has since seen taglines like “What your bahaana is?”, “Purane zamaane ka daam” and “Bees mein full dhamaal”. The thought for the latest lot is "You don't need to think twice when McDonald's has burgers at only Rs 25".
The first commercial, which is already on air, begins on a meeting in a conference room, to which the boss has brought her dog. A young executive tosses the pooch a ball when the boss’s back is turned, but it accidentally goes out of the window and the dog bounds out after it. As the executive looks horrified, his colleagues threaten to tell on him. He manages to buy their silence with the help of the McDonald’s Happy Price Menu, and says conspiratorially to the camera, “I’m loving it”.
According to Rameet Arora, senior director of marketing at McDonald’s, “Like the dollar menu in America, the Happy Price Menu is part of our our everyday affordable platform and has worked very well in India. You know how the world is: everyone’s looking for something fresh, exciting and insightful, and that’s why we refresh the creative every year.”
Samarjit Choudhry, vice president at Leo Burnett India, added, “We’ve explored various different campaigns over the past and the intention this time was to add a little freshness and try to bring in some amount of tongue-in-cheek humour.” The second commercial will be out in a week’s time and will target college-goers. Besides television, the agency and the brand also plan to communicate the new thought across outdoor, radio, social networks and mobile.
WATCH THE TVC
Agency: Leo Burnett Advertising
Executive creative director: Nitesh Tiwari
Creative director: Tushar Kadam
Copywriter: Nitesh Tiwari
Art director: Brijesh Parmar
Vice president - account management: Samarjit Choudhry
Brand partner: Nikhil Mohan
Brand associate: Zahid Khan
Production house: Curious Films
Director: Vivek Kakkad