Conceptualised by Leo Burnett, the brand’s new campaign ‘A lot has changed. Nothing has changed’ articulates how the small, but important joys have remained the same despite so much else changing
BestMediaInfo Bureau | Mumbai | November 10, 2016
It has been 20 years since the yellow clown with his bright red smile made his foray into the Indian markets with its burgers, fries and clean outlets. McDonald’s is celebrating the two decade milestone with a new brand campaign.
The TVC with the tag line ‘A lot had changed. Nothing has changed’, has been conceptualised by Leo Burnett and is a walk down the memory lane. The film intends to take viewers through McDonald’s journey in the emerging QSR industry established in 1996 in India and how it has transitioned to stay relevant today with its presence of over 400+ restaurants across India and serve over 320 million people annually.
The TVC opens with a teenage boy and girl at McDonald’s first outlet in Bandra, Mumbai. The boy opens his Happy Meal box and is happy to see his toy, but the girl next to him can’t find her toy. The boy hands over her toy from the floor, and there begins the friendship that blossoms into a companionship over the years. The film captures various phases of the couple’s life and the different moments of joy, sadness, celebrations, responsibilities shared between them at their favourite destination, McDonald’s. The film ends with the couple celebrating their son’s birthday in McDonald’s where he meets a girl the same way his parents met.
Speaking on the new campaign, Kedar Teny, Director Marketing and Digital, McDonald’s, said, “We are extremely excited and proud as we celebrate the completion of our 20 years landmark in India. McDonald’s through its marketing communication has always strived to create differentiation and strike a chord with its ever-evolving consumers and their needs. While creating the ‘A lot has changed. Nothing has changed’ campaign, we were inspired by real life experiences between a beautiful and steady relationship. There are some things that haven’t changed when it comes to McDonald’s and its consumers. The fight over the last fries, the feeling of mayo oozing out of the burger while taking a bite, the ‘softy’ moustache, taking pictures with Ronald McDonald, both, as a child and as an adult – some moments remain the same no matter what. The campaign takes this same paradoxical proposition forward, through the story of a couple, who have seen some of their most important life-changing moments at McDonald’s.”
“Over the y
ears, McDonald’s gave people an opportunity to bond with their family and friends and create those special moments, which lasted with them forever. We hope after seeing this ad, our customers will remember and cherish the memories built at our restaurants,” he added.
Commenting on the campaign, RajDeepak Das, Chief Creative Officer, Leo Burnett, South Asia, said, “It has been sheer joy partnering with an iconic brand like McDonald’s for over half its journey in the country. Our new campaign ‘A lot has changed. Nothing has changed’ articulates how the small, but important joys have remained the same, despite so much else changing. Even 20 years later, a child opening a Happy Meal box will have the same unparalleled joy on his face, like children did 20 years ago. While executing the campaign, we tried recreating the details from the past 20 years for the story to come alive – right from the staff’s uniforms, the events that happened around the time, the whole hog. With Ram’s impeccable direction, I think this is film-making at its best.”
The integrated campaign will have a multi-pronged approach, with reach on TV, in-store and across digital and social platforms.
Agency: Leo Burnett
Chief Executive Officer, South Asia: Saurabh Varma
Chief Creative Officer, South Asia: RajDeepak Das
Chief Strategy Officer, South Asia: Dheeraj Sinha Head of planning, Mumbai: Ajeeta Bharadwaj
Business heads: Rakesh Hinduja, Maninder Bali
Executive Creative Directors: Prajato Guha Thakurta, Sachin Kamble
Creative Team: Aalap Desai, Saif Razvi, Pratik Khara, Rajivi Rao, Deepashree Mankar
Account Management: Sharon Batliwalla, Aditya Atre, Sonia Kumar, Chriselle Baptista, Astha Kumari
Producer (Leo Burnett): Rachaita Vyas
Production House: Equinox Films
Film Director: Ram Madhvani
Producer (Equinox): Manoj Shroff