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McDonald’s serves for the ‘Pakka Indian’ palate

Leo Burnett has created the television commercial to promote the new Masala Grill products launched by the fast food chain

BestMediaInfo Bureau | Delhi | May 3, 2013

As part of its continued efforts to introduce innovative products, McDonald’s has introduced two new ‘Pakka Indian’ burgers – Masala Grill Chicken and Masala Grill Veg. The fast food chain has adopted a 360-degree approach to promote the products across all marketing platforms. The entire messaging in the communication reiterates the brand's Indian connect by ensuring that it caters to consumer tastes.

Conceptualised by Leo Burnett, the new television commercial went on air on last month, accentuating the ‘Pakka Indian’ ideology of an Indian customer in a humourous manner. The TVC focuses on typical Indian habits which are intrinsic to all of us – the gist being that no matter how contemporary we like to be in day-to-day life, our essential behavioural pattern still remains ‘Pakka Indian’.

Ruchin Khanduja, General Manager, Marketing (North & East) of McDonald’s, said, “We’re delighted to expand our menu and offer our customers a product that is unique in taste as well as value. Indian consumers have a palate for spicy/masaledar/chatpata products and this taste is preferred across all age groups. We have tried to establish a connect between the product and consumers by emphasising on unique Indian traits like amazing bargaining skills, not eating non-veg on Tuesdays, and many more such habits that make us ‘Pakka Indian’. In a similar way, the product also has a distinguished ‘Masaledar’ flavour with great value attached to it. The campaign has been designed keeping in mind the ‘Pakka India’ style.”

Rajiv Wadhwa, Brand Partner, Leo Burnett Mumbai, said, “The uniqueness about the Masala Grill is its desipan. From garam masalas to spices to even the patty, the new Masala Grill has all the ingredients that make it a typical Indian burger. So we wanted to use this product attribute and connect it to typical Indian behaviour and quirks in our films. We did not just want to draw a parallel but also make the burger an intrinsic part of all the films. So that’s how we came up with the idea of Pakka Indian hai.”

The integrated mass media campaign will leverage a mix of communication elements like outdoor, print and television. In addition to this, there is in-store activation to supplement the brand’s efforts on national/regional media.

To further build excitement, McDonald’s has also stimulated some customers connect activities such as running product offers to promote the trial of Masala Grill. McDoanld’s also plans to organise fun/humorous activities on the ‘Pakka Indian’ concept May onwards.

The TVC:


The Outdoor ad:


Agency: Leo Burnett

Executive Creative Director: Kapil Sawant

Creative Director: Rajneesh Ramakrishnan

Account Management: Anup Vishwanathan, Rajiv Wadhwa, Carl George & Vaibhav Bist

Production house: Chrome Pictures

Director: Hemant Bhandari

Producer: Prafull Sharma and Shaun

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