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McDonald’s goes for a Kung Fu Panda 3 twist

The campaign, conceptualised by Leo Burnett, portrays an animated land of Kung Fu, where the loving Po fuses all ingredients, like Schezwan sauce, crunchy red onions and fresh ice berg lettuce leaf

BestMediaInfo Bureau | Delhi| April 7, 2016

McDonald-Kung-Fu-Panda-3 Click on the image to watch the TVC.

With the much talked about film ‘Kung Fu Panda 3’ enthralling audiences, McDonald’s India is dishing out a menu that will provide its customers a chance to live the spirit of Kung Fu Panda.The McDonald’s ‘Kung Fu Panda 3’ commercial, created by Leo Burnett, acknowledges Po’s love for Kung Fu and food in a merry-making disposition.

It starts from the legendary JadePalace –the land of Kung Fu in Po’s world – exhibiting his Dragon Warrior skills to churn out Schezwan burgers with élan.As the lip-smacking burgers take shape and the Chinese menu is revealed, we see Po and the Furious Five excited to order the new products.

As part of the campaign, McDonald’s young guests will receive one of eight ‘Kung Fu Panda 3’ toys with the purchase of a Happy Meal at a McDonald’s restaurant.

The TVC portrays an animated land of Kung Fu, where the loving Po fuses all ingredients, likeSchezwan sauce, crunchy red onions and fresh ice berg lettuce leaf, to bring out a warm flavour of the Kung Fu Land.

Taking a multimedia approach, the adcampaign will be promoted across a wide spectrum of media – TV, radio, digital and outdoor. It also gets on-ground and in-store support with fun-filled Kung Fu Panda themes. It introduces the Chinese menu products, a grand Kung Fu Panda Selfie Booth, a gamut of Kung Fu Panda toys with every Happy Meal and Kung Fu Panda themed uniforms for the staff.

Kedar Teny Kedar Teny

Commenting on the brand association, Kedar Teny, Director of Marketing, McDonald's India

(West & South), said, "As per the recent report released by a leading online portal, Chinese is

India’s second most preferred cuisine. We have a long-standing association with Kung Fu Panda

franchise and with the third instalment rolling out, we will celebrate a vertical integration with the movie wherein for the first time we will introduce a new Chinese menu starting at Rs 35 andintroduce a thematic packaging for all the offerings under the new menu.”

He further said, “The in-store décor of McDonald’s outlets and merchandise will also see amakeover inspired by Po and China, as well as a host of exciting activities. The McDonald's'Kung Fu Panda' Happy Meal is all about having fun and we are excited to give kids theopportunity to recreate the adventures of Po and the Furious Five not only with this collection of Happy Meal toys, but by providing kids with an awesome online and offlineexperience that is both entertaining and energizing. This is yet another endeavor undertakenby the brand to extend the ‘I’m lovin it’ experience to our patrons."

RajDeepak Das RajDeepak Das

Raj Deepak Das, Chief Creative Officer, Leo Burnett India, said, “McDonald’s wanted to createa strong trigger for their all-new Chinese menu. Since Kung Fu Panda 3 is popular across age-groups, we decided to integrate the film across McDonald’s menu and in-store décor. Webanked on Po’s charm and captured the essence of classic Kung Fu action by using aninnovative time slice photography technique, making the ingredients looks attractive. It is thefirst time in the history of QSR-advertising in India, that such a high-profile technique has beenused toshowcase food. I’m sure this campaign will succeed in creating fun and memorablemoments for a person while dining at McDonald’s, thus creating a greater connect with them."

The TVC:

[youtube]https://www.youtube.com/watch?v=QLVNb8ygFlQ[/youtube]

Credits:

Client: McDonald’s India

Agency: Leo Burnett India

Chief Creative Officer: Raj Deepak Das

Executive Creative Directors: Prajato Guha Thakurta, Sachin Kamble

Creative Team: Kaushik Datta (Senior CD), Banira Khati, Shukant Sharma, Madan Pal

Account Management: Rakesh Hinduja (EVP), Maninder Bali (VP), Supriya Bhasin Abhishek

Jha, Sayantan Bhattacharya, Pratik Adhikari, Joanna Grover, Aditya Atre

Planning: Divya Agrawal

Production House: Chaikhari Films

Director: Amit Pandirkar

Producer: Sachin Pandirkar

Info@BestMediaInfo.com

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