McDonald’s India West and South has rolled out a campaign to highlight the launch its new offering, McSaver Meals.
Conceptualised by DDB Mudra Group, the quirky campaign underlines the offering as more than just a great deal, and one that redefines the concept of ‘value’ by bringing alive the ‘I'm loving it’ moments the brand enables without straining customers’ wallets.
The first film is set in a corporate convention wherein a company manager and an intern are seen engaging with a European delegate. During their interaction, the intern notices a loose thread on the delegate's sweater and unsuccessfully attempts to fix it. To his utter dismay and horror, however, as the European walks away, the thread unravels, transforming his sweater into a crop top and entangling those around him in a web of maze. Seeking to make amends, the intern offers the McDonald’s meal to the delegate, who graciously accepts the peace offering.
In the second film, the narrative unfolds in the midst of a heist when three robbers, initially focused on their getaway with the loot, succumb to the temptation of the McSaver Meals. As they stop their vehicle to indulge their culinary desires, the blaring sound of approaching police sirens triggers them into action once again. This time its the cops' turn to get distracted by the McDonald's menu helping the the robbers make good their escape.
Arvind R.P., chief marketing officer, McDonald’s India (W&S), said, “At McDonald's India (W&S), our focus has always been on creating unforgettable memories and deliver feel-good moments to our customers. With our new ad campaign, we wanted to showcase the irresistible value of McSaver Meals and the moments of joy and connections that our valued customers can experience while enjoying these affordable meals. Through initiatives like McSaver Meals, we reaffirm that McDonald's is the best value-for-money QSR destinations for anyone, at any time of the day.”
Rahul Mathew, chief creative officer, DDB Mudra Group, said, “One of the pillars that McDonald’s is built on is that ‘McDonald’s is for everyone’. And it’s our extra value meals that truly bring this to life. No matter who you are -boss, intern, cop, robber… it makes complete financial and emotional sense to come to McDonald’s to add that smile to your everyday.”
CREDITS:
Chief creative officer: Rahul Mathew
Group creative director: West – Harshada Menon, Siddhesh Khatavkar
Creative: Sneha Krishnamurthy, Jyotsna Mohanty, Darshika Kapadia, Megha Unadkat, Manika Pangtey, Shravanthi Kanthan, Thevar Subbiah, Shivani Sachdeva, Karthik Pamula
Agency producer: Jay Gaikwad
Strategy: Mehak Jaini, Aditi Hariharan, Vidisha Jain
Business: Delon Mascarenhas, Sonia Kumar, Barkha Bisht, Avinash Janardhanan
Production house: Method Production
Director: Sapna Singh
Producer: Ravneet Mahajan
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