McDonald’s sparks a friendship, promotes sharing packs
Watch the ad film conceptualised by Leo Burnett here
Aug 11, 2015 09:01:00 AM | Video | Campaign India Team
McDonald’s has rolled out a TVC to promote its 'Sharing Packs'. The ad film has been conceptualised by Leo Burnett.
The film opens with a girl entering a McDonald’s outlet. She scans the store but fails to find a seat. A boy seated alone at a table with just one chair notices her. In a move that the girl almost misses, the boy is now off his chair, having vacated it for the girl. He moves to face the empty chair, squatting as if sitting on a chair. The girl looks on curiously but takes the seat after he gestures, inviting her to join him. A voice over adds, ‘Sharing se hi toh friends bante hain’ (It's sharing that creates friends), and goes on to announce the new sharing packs. The film ends as they enjoy each other's company and the food, followed by a brand's sign off.
Kedar Teny, director – marketing and digital, McDonald’s India – West and South India, noted that customers today were increasingly seeking more variety and choices.
RajDeepak Das, chief creative officer, Leo Burnett, said, “In the previous campaign titled #KuchPalOffline, our communication urged consumers to disconnect for a bit to connect for real. For the new campaign, we decided to showcase a pleasant moment of two strangers coming together and sharing an experience at McDonald’s over a sharing pack.”
He added, “We don’t mind connecting with strangers in the virtual world. However, when it comes to the real world, we often refrain from approaching them for the fear of embarrassment or rejection. Based on this insight, the campaign depicts how at McDonald’s overcoming our hesitation and being smart can help create new friends. The protagonist uses a smart tactic to grab the attention of a stranger and succeeds in creating a new connection and an experience to cherish. The film is fresh, vibrant and mellow with a tint of playfulness.”
Client: McDonald’s India
Creative agency: Leo Burnett
Director, marketing and digital, McDonald’s India - West and South: Kedar Teny
Chief creative officer: RajDeepak Das
Executive creative director: Sachin Kamble and Prajato Guha Thakurta
Business head: Rakesh Hinduja
Creative: Aalap Desai, Indrajeet Kadam, Amit Pandya, Siddharth Kalro, Manas Keer, Vaibhav Patil
Planning team: Dinanath Rewatkar, Divya Agarwal
Account management: Abhishek Jha, Supriya Bhasin, Sayantan Bhattacharya, Joanna Grover, Pradeep Mistry Production house: Jamic Films
Director: Nikhil Rao
Producer: Mekala Krishnaswamy