McDonald’s adds protein to the party

McDonald's India (West & South) announced a brand film highlighting its newly launched ‘Protein Plus Slice’, featuring chef Sanjeev Kapoor. This marks the continuation of the successful partnership that began with the multi-millet bun launch last year.

This brand film, conceptualised by DDB Mudra captures a memorable encounter at McDonald's where Chef Kapoor, stationed behind the counter, meets a young fitness enthusiast and his spirited little brother. When the older brother orders his usual favourites, Chef Kapoor introduces them to the revolutionary Protein Plus slice with his characteristic charm.

What unfolds is a humorous competition between the brothers, when the elder one requests two slices, his younger brother immediately ups the ante by asking for three slices. The film perfectly illustrates how customers of all ages can personalise their protein intake while enjoying McDonald's favourites.

The film emphasises on the 100% vegetarian plant-based ‘Protein Plus Slice’ co-developed by CSIR - Central Food Technological Research Institute (CSIR-CFTRI). Chef Kapoor talks about this slice, which offers 5g of protein per slice, allowing customers to add 5g, 10g, or more protein to their burgers without compromising on taste.

Akshay Jatia, chief executive officer of Westlife Foodworld said, “At McDonald’s India, we have always believed in giving our customers more choice, and this time, we are giving them the power to personalise their protein intake. The Protein Plus Range allows them to enjoy their favourite McDonald’s burgers without compromising on their protein needs or the taste. It also reflects our ongoing commitment to our ‘Real Food, Real Good’ philosophy, bringing together flavour, nutrition, and food science. Together, we remain committed to crafting menu items that are both wholesome and delicious, combining locally available ingredients in a way where great taste and nutrition go hand in hand.”

Chef Kapoor said, “It feels great to continue my association with a brand like McDonald’s that constantly innovates its menu, suiting the tastes and preferences of varied customers. Their entry into the protein enhancement initiative is commendable, and I like the fact that their Protein Plus range perfectly balances taste with nutrition.”

Rahul Mathew, chief creative officer and executive director, DDB India said, “McDonald’s is for everyone. It’s a belief that the brand is built on. And it’s this belief that we’ve extended to extra-protein seekers with the new Protein Plus Slices. So, whether you’re just making up for your nutritional needs or following a workout regimen, McDonald’s is for you as well.”

Campaign’s take:  First it was millet buns, now it’s protein slices—McDonald’s India is doubling down on functional food trends faster than you can say “extra mayo.” In its latest campaign, the brand brings back Chef Sanjeev Kapoor to pitch its new ‘Protein Plus Slice’—a 100% vegetarian, plant-based protein addition co-developed with CSIR-CFTRI.

These slices, looking suspiciously like cheese but packing 5g of protein each, can be added to your burger for INR 25 apiece. The campaign, conceptualised by DDB Mudra, plays out as a cheeky sibling standoff at a McDonald’s counter, with Kapoor gamely schooling them on personalised protein.

It’s clever timing. Studies continue to flag that most Indian diets are protein-deficient. Urban millennials and Gen Z are on a full-blown protein pilgrimage—snacks, waters, rotis, you name it. So, of course, QSRs are getting in line too.

Still, the irony is thick: burgers—millet buns or not—aren’t exactly nutritional powerhouses. So, is this a health halo move or just protein-washing dressed in chef whites? Either way, McDonald's plays it smart with vegetarian sensibilities, letting even a McAloo Tikki feel a bit more jacked.

Burger indulgence with a protein conscience? We’ll bite—just don’t call it guilt-free.

Credits:

Agency: DDB Mudra

Creative team: Rahul Mathew, Arcot Rahul, Gagandeep Bindra, Shalmali Sawant, David Vaz, Koustubh Garud, Anushka Vibhandik, Vasudev Raut

Strategy team: Shashank Lanjekar, Ashna Shah, Aayush Singh

Business team: Saad Khan, Sonia Kumar, Barkha Bisht, Suyash Pandey, Darryn Fernandes

Agency producer: Jay Gaikwad

Film executive: Saloni Sharma