The latest advertising campaign from McDonald’s India is all about family love. The advertisements portray family interactions in three distinct settings. One advertisement shows a tender moment that is enjoyed while eating a meal at home. In the second commercial, family members are seen jokingly squabbling over food while dining in a restaurant. The third specifically mentions the McDonald’s app. A grandfather demonstrates to his son a deal that can be ordered using an app, saving him money.
DDB Mudra Group is the brand behind the advertisements. The goal, according to Arvind R.P., director of marketing and communication at McDonald’s India, was to make family mealtimes synonymous with McDonald’s. Although McDonald’s has always been appropriate for all ages and events, post-COVID, they have noticed a clear shift in people’s interest in spending time with their families. In order to present McDonald’s as a family brand with something to offer to every member, they sought to take advantage of this trend.
Family is a crucial pillar of the brand. By highlighting the different events and occasions that bring families closer, this campaign hopes to build on the bonds and brand affinity of its target customers. The media mix for the campaign, according to Arvind, is equal parts TV and digital, with the majority of the lengthier ad cuts being digitally accessible.
Other QSR brands in India, such as Wendy’s, Burger King, Popeye’s, etc., compete with McDonald’s. Additionally, it competes with QSR companies like Domino’s Pizza, Taco Bell, KFC, Subway, and Cafe Coffee Day that offer a variety of foods.
In 1996, McDonald’s opened its first location in India. Some of its early advertisements feature young people who are either working adults or college students. The recent advertisements, on the other hand, emphasise the bond that family members share. And what part can McDonald’s play in helping families spend quality time together, whether that eating happens in the restaurant or at home?
McDonald’s has always been about family experiences, according to Pallavi Chakravarti, creative head-West, DDB Mudra. She adds, “Food. Family. Fun” was one of their first sign-offs after they made their debut in India. This campaign just puts the attention back on one of its guiding principles, which has always been true.
The purpose of this communication, according to Arvind, is to increase the brand’s affinity among families. McDonald’s has been present in India for almost 25 years. The campaign features families and relatives of all ages sharing a burger dinner together. This behaviour distinguishes them from all other new brands, he opines.
A family asks a lone diner to join them for dinner in the Ramzan advertisement that McDonald’s India ran earlier this year, which also had a family theme.
According to brand consultant Abhimanyu Mishra from Brandfizz, advertisements such as these remind us that there’s more out there to experience with our loved ones together. This emotional connect which the brand intends to have, grows on consumers in no time.
