McDonald's takes the inclusivity message further with third EatQual film

Watch the film conceptualised by DDB Mudra

Dec 27, 2022 04:21:00 PM | Video | Campaign India Team

McDonald's India (owned by Westlife Foodworld) has released its third film for the EatQual initiative it rolled out in 2020. 
Conceptualised by DDB Mudra, this film takes the message of inclusivity further by shining light on how specially-abled individuals lead normal lives in their own ways. It shows the story of a young girl with limited upper limb mobility going about her day finishing everyday tasks independently and with ease. 
Arvind RP, senior director – marketing and communications, McDonald’s India (West and South), said, “EatQual will always remain the key inclusivity platform of McDonald’s India. With this new brand film, we wanted to emphasise that each individual has their own unique way of living life, irrespective of their special abilities. McDonald’s has always been a feel-good brand wherein we continue to spread happiness and promote inclusivity. With EatQual, we are constantly working towards strengthening our commitment to making McDonald’s India a brand that is truly inclusive.”
Rahul Mathew, CCO, DDB Mudra Group, said, “One mostly looks into the lives of the differently abled from the lens of what they can’t do. And what brands can do for them. But we felt there’s more joy in celebrating the way they live their lives. And how McDonald’s can effortlessly slip into their life.”
Yogendra Shetty, director general, National Society for Equal Opportunities for the Handicapped (NASEOH), India said, “We must recognise that people with upper limb disabilities are more than capable of leading regular lives. However, making life simpler for them is a cause that deserves attention. The EatQual initiative by McDonald’s India puts into sharp focus the kind of thoughtful changes that can be made to help people with disabilities feel included. It's time for all of us to come together to advance the cause of individuality over disability.”