Building a legacy of feel-good moments with McDonald’s
A major contributor to McDonald’s consistent growth in the Indian fast-food market has been the consistent communication around feel-good moments. From the brand’s launch in India 26 years ago with ‘McDonald’s Mein Hai Kuch Baat’, to the ones you experience today; we have partnered with McDonald’s for over a decade to position it as a happy place that can lighten the seriousness of life.
Value, trust and safety, and good food paired with these happy moments have shown customers that it’s easy to feel good. With focused strategy and innovation, consumer research, social listening and cultural trendspotting, we stayed close to the changing times, making our brand idea relevant, contemporary and meaningful for all.
In 2022, McDonald’s achieved its pre-pandemic guest count again and recorded its highest ever sales in the last 25 years. Today, all of India is saying “I’m lovin’ it”.
McDonald’s entered the Indian market as a feel-good family restaurant. Decades later, we revisited those very emotions to show how McDonald’s continues to focus on family moments through its delivery, mobile app, and in-store offerings. And with that, the brand truly became a family destination for filling, wholesome meals.
EatQual solves an accessibility and inclusivity challenge
Millions of people around the world, with limited hand mobility, can’t eat a burger the way others can – with two able hands. So, how could we take a privilege for the abled and shape it into an inclusive experience that everyone could access and enjoy?We partnered with NGOs and disability experts to create EatQual – a specially designed hexagonal package that locks the burger and its contents enabling differently-abled customers to enjoy the burger with one hand.
Getting down ‘to the bone’ to unlock a new market
To enter the South Indian market, McDonald’s had to ramp up the spice, A detailed study of food choices revealed that South Indians love their chicken and spice but were not so hot for burgers. It was time to flip the script and the menu.The McSpicy Fried Chicken was born — a new bone-in-chicken offering that promised to be ‘spicy to the bone’. Tapping into South India’s love with their superstars, we got Rashmika Mandanna to curate her own personalised ‘Rashmika meal’. Some lucky fans also had their McDonald’s order home delivered by the superstar herself.
1 Grand Prix, 2 Golds, 1 Silver, 3 Bronzes (2022)
1 Gold, 1 Silver, 3 Bronzes (2022)
1 Gold, 1 Silver, 2 Bronzes (2021)
1 Silver, 1 Bronze (2021)
1 Bronze (2022)
3 Blue Elephants (2021)
4 Acceptances (2022)
1 Bronze, 2 Crystals (2022)
No. 13 – Retail Category