On the back of the appointment of Rashmika Mandanna as brand ambassador, McDonald's India (West and South) has rolled out a campaign featuring the actor.
The campaign has been conceptualised by DDB Mudra and promotes the brand's foray into the fried chicken category with the launch of McSpicy Fried Chicken. In one film she's shown dining in with friends at a McDonald's restaurant. As she bites into a piece of fried chicken, she states that because they've been eating the McSpicy Fried Chicken for three months, it's time to move on to something else. The group of friends are stunned for a few seconds and then break into synchronised laughter as they realise Mandanna is only joking with the claim.
The second film shows Mandanna and her friends enjoying the fried chicken at home. Her friend suggests it's time to try something else, after having McSpicy Fried Chicken everyday for a year. Mandanna reacts by changing the friend instead of trying something else.
Arvind RP, director – marketing and communications, McDonald’s India (West and South), said, “Our customer research revealed that the customers in South India like their chicken not only to be crunchy but also spicy, and flavourful till the last bite. With McSpicy Fried Chicken, that’s exactly what we have for them. This product is carefully marinated with ghost chilly pepper and fried to perfection to ensure it tastes just the way consumers love it. Our aim is that with this great product and Rashmika’s strong appeal, we will grow our market share rapidly in these markets.”
Rahul Mathew, chief creative officer, DDB Mudra Group added, “The campaign really reflects what the consumer feels about McSpicy Fried Chicken – you keep wanting to go back for more. And just like our chicken, Rashmika is a star that South India can’t get enough of. So, it all came together as the perfect recipe."
The TVCs will be aired exclusively across South India with adapts in Kannada, Tamil and Telugu and will be adapted for the digital platforms as well.