McDonald's urges consumers to spend #ThodaTimeAur, savour 'Social' burger

McDonald's India has rolled out an ad campaign for its Maharaja Mac burgers. Conceptualised by Leo Burnett, the campaign communicates that one will need more time to consume the new Maharaja Macs, giving people more time with friends or family. 

 

All the films open introducing the product, which is bigger than before.

 

One of the films (above) shows three young men at a McDonald's outlet having a burger each. One of them announces that he wants join the army. His friend looks at his long hair and tells him that he'll need to cut his hair if he intends to. The young man looks at his other friend and changes his career option to the navy. His friends poke fun at his fickleness and give him other career options like doctor and astronaut – and even prime minister. The film ends with a super and voice over billing the 'New Maharaja Mac' as the 'Social Burger'.

Another film shows a father and son bonding over a Maharaja Mac. The younger man points to a tattoo on his arm that says 'Divya' and says that she's the one and that he's really serious about her. The father notices another tattoo hidden by the boy's sleeve – it's of another girl's name. As the son tries to hide it, another tattoo is exposed. The father gives the boy a sarcastic smile and asks him how long has he been with the girl, to which the boy says two days. As the conversation fades out, the film ends on the same lines as the others in the series.

The third film shows a young man with his boss at the outlet. He's trying to sugar the boss with praise to try getting an increment. He asks the boss for tips to have a successful career, like him. The boss tells him to put in a lot of hard work and reach office on time, deriving great pleasure in giving out the advice. 

 

Kedar Teny, director, marketing and digital, McDonald’s India – West and South, said, "As we celebrate the 20th anniversary of McDonald’s in India this year, we decided to reinvent one of our most iconic burgers – The Maharaja Mac. The New Maharaja Mac offers a fulfilling dining experience to customers and is a meal in itself. The build of the burger is such that it takes more time to finish, thereby giving people more time to socialise. This proposition takes forward the brand’s agenda of building sociability at the heart of everything it does. The campaign strikes up a conversation with consumers that largely focuses on gaining their share of time. Our campaign tagline #ThodaTimeAur highlights how the Maharaja Mac allows the customer to socialise and spend quality time with their friends and family, and enjoy a memorable dining experience. We are extremely delighted to kick start the year with this exciting launch and will continue to stay attuned to the evolving needs of our customers and constantly innovate menu to stay ahead of the curve."

 

RajDeepak Das, chief creative officer, Leo Burnett, added, “Maharaja Mac is the social burger from McDonald’s and its purpose is to allow people more time to socialise with friends and loved ones. Aptly titled #ThodaTimeAur, the campaign demonstrates, how with Maharaja Mac’s great taste and large size, one can involve in long conversations, thus helping to further establish the brand’s image as a great place to connect and share for real.”

 

While chicken Maharaja Mac has been around for a while, with this campaign McDonald's has rolled out a vegetarian option. The films went on air on 11 January 2016.

 

Credits

 

Client: McDonald’s India

Creative agency: Leo Burnett India

Chief creative officer: RajDeepak Das

Executive creative directors: 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

Brand partner: Supriya Bhasin, Abhishek Jha

Brand associate: Aditya Atre, Vikram Singh

Agency producer: Akshay Multani

Production house: Cutawayy Films

Director (film): Nikhil Chalam

Producer: Gaurrav Dhar