McDonald's makes consumers go ‘burrraaahh' with butter chicken and butter paneer burgers

Watch the film conceptualised by DDB Mudra here

Feb 24, 2022 02:45:00 AM | Video | Campaign India Team

McDonald’s India (North and East) has rolled out a film to introduce its 'butter chicken' and 'butter paneer' burgers.
Conceptualised by DDB Mudra, the quirky film showcases the customers’ excitement, expressed through a hearty ‘burrraaahh’, upon biting into these burgers for the first time.
The film features three friends standing in a queue at a McDonald's restaurant to place their order. One of the friends goes ‘burrraaahh' as he scans through the menu and sees the new grilled burgers listed. His friends pursue the same expression when they see the menu. The lady at the counter taking the order also reiterates the emotion in a questioning tone and then shouts out ‘burrraaah’ to the kitchen staff to place the consumers' orders without calling out the names of the burgers. The film showcases how the taste of these burgers emote a particular sound and give them an identity. 
Rajeev Ranjan, chief operating officer, McDonald’s India – North and East, said, “Burrraaahh is the way our North Indian guests express the feeling when they experience excitement, joy and delight together. Our new ad film perfectly captures these emotions our guests experience while consuming our butter chicken and butter paneer grilled burgers.”
Iraj Fraz Batla, creative Head – North, DDB Mudra, said, "Fans of Punjabi food are instinctively going to fall in love with the new McDonald’s butter chicken and paneer grilled burgers. And like you’d go ‘Ooh-la-la’ on trying a lovely French wine, or ‘bravo' on tasting an original Italian pizza - when we took our first bite of the new burger, we instinctively went, ‘burrraaahh’. Through the film, we wanted to show the same happiness that we experienced while enjoying the new burger. You’d definitely go ‘burrraaahh’ when you try it."
The film went live on 21 February.
McDonald’s team: Sushmita Kashyap, Dhruv Kathuria, Neha Gour, Saksham Agarwal, Meena Negi
Agency: DDB Mudra 
Creative: Rahul Mathew, Iraj Fraz Batla, Rahul Dutta, Vinit Barucha, Sudarshan Raghunathan, Akhil Reghu, Shamoeeta Mukherjee, Rohan Banerjee, Ankit Chugh
Business: Ashutosh Sawhney, Vineet Kindra, Sonali Chowdhury, Jackson Jose, Abhishek Majumdar, Srishti Gupta
Strategy: Mehak Jaini, Aditi Hariharan
Production house: Utopians
Director: Kunal Pardeshi