McDonald’s’ ‘EatQual’ initiative helps those with limited upper limb movement

McDonald’s India West and South has launched ‘EatQual’, a special pack for customers with limited hand mobility, on the International Day of Persons with Disabilities. EatQual stems from the insight that McDonald’s standard packaging typically requires customers to use both hands while eating the brand’s offerings, making it difficult for those with limited upper-limb movement to enjoy their food. The brand film promotes this thought.

 

The brand hosted individuals with limited upper hand mobility in select outlets across Mumbai, Pune and Chennai to eat using the EatQual packaging. A film conceptualised by DDB Mudra has been rolled out.

 

Vinod Kumar, managing trustee, The Good Quest Foundation, said, “It is welcoming to see a successful global food joint like McDonald’s coming up with EatQual packaging, a big step taken to embrace people with limited upper limb mobility to their customer class. Now even a person with limited upper limb mobility can visit McDonald’s to relish his food and drink without hassles. We at The Good Quest Foundation have always worked for an inclusive community, thank you for the partnership McDonald’s. We are sure EatQual packaging will set a benchmark for the others to follow.”

 

 

CREDITS:

 

Client: McDonald's India

Agency: DDB Mudra

Creative team: Rahul Mathew, Ashish Phatak, Shagun Seda, Siddhesh Khatavkar, Harshada Menon, Vilsen G, Roy Sebastian, Vivek Bhatia, Shefali Parashar, Shruti Parulekar, Asha Deora, Urja Patel, Aishwarya Likhite, Rahul Sharma

Account management: Anurag Tandon, Murli Krishnan, Debjani Roychoudhury, Anchal Bhojwani, Gaurav Magotra, Sonali Savla, Bunsi Issar.

Planning team: Mehak Jaini, Jaiprakash Tekwani

Films: Jay Gaikwad

Director: Harshik Suraiya

Executive producers: Vinit Bhatt, Chintan Pandav

DOP: Varun Sud