Campaign India Team
Mar 23, 2016

McDonald’s poses ‘familiarity test’, prescribes Maharaja Mac and #ThodaTimeAur together

Watch the digital film capturing activity with consumers conceptualised by Leo Burnett here

McDonald’s India has launched a digital film as part of its #ThodaTimeAur campaign for the Maharaja Mac, which is billed as the ‘social burger’ allowing time for more conversations thanks to its size.
The digital film conceptualised by Leo Burnett captures consumers in stores being quizzed about their companions.
The film features different sets of people, including a father and son, a young couple dating each other, a group of three boys, and a pair of girls. One person from the group is asked about another – the person’s birthday, favourite teacher’s name, band, movie and so on. When none of their responses match, the store staff posing the questions hand over Maharaja Macs, reasoning that the groups perhaps need #ThodaTimeAur together, to get to know each other better.   
Kedar Teny, director – marketing and digital, McDonald’s India – West and South India, said, “The new digital campaign is a part of the overarching theme of sociability and our commitment to keep building on that platform. This is our fourth execution on the sociability platform and first in the long play digital content format. While we are optimising the campaign through various mediums, we aim to engage with our audience with this visually captivating video on social media. To give our campaign an interesting twist we quizzed real consumers on their familiarity quotient with each other’s interests and captured their reactions on our hidden camera. The simple truth is that there are many times you don’t know the obvious likes and dislikes of the people you consider close to you. The message instantly answers the need to bond with friends and family over a gourmet social meal – Maharaja Mac – as the conversation starter. The iconic product seamlessly fits into that proposition of knowing each other over #ThodaTimeAur.” 
Rajdeepak Das, CCO, Leo Burnett India, said, “After the success of the Maharaja Mac launch campaign #ThodaTimeAur, we wanted to engage with young minds and move the conversation forward with an interesting real world insight. McDonald’s ‘Familiarity Test’ is a simple experiment we did with real people asking them simple questions they ought to know the answers to. It is surprising to know that most of us get these answers wrong. The film captures the genuine reactions of McDonald’s customers and makes us want to deepen relationships with our loved ones.” 
Client: McDonald’s India 
Creative agency: Leo Burnett India 
CCO: RajDeepak Das 
ECDs: Prajato Guha Thakurta, Sachin Kamble 
Business head: Rakesh Hinduja 
Creative team: Aalap Desai, Indrajeet Kadam, Amit Pandya, Pratik Khara, Manas Keer, Gaurav Joshi, Saif Rizvi, Sambhav Khandelwal 
Lead planner, McDonald’s: Divya Agarwal 
Brand partner: Abhishek Jha 
Brand director: Sayantan Bhattacharya 
Director (film): Sukriti Tyagi 
Producer: Dyuti Geete
Campaign India

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