McDelivery App's web film is a sweet quarrel between an elderly frenemies
For the first time ever, McDonald's and Leo Burnett India have conceptualised and created a web film to launch the unique features of its app
BestMediaInfo Bureau | Mumbai | February 13, 2017
McDonald's India (West and South) has come out with a new update for its McDelivery App for its customers to order favourite food options. By introducing a host of new features, McDelivery offers a seamless and intuitive experience with a more user-friendly UI (User Interface).
For the first time ever, instead of launching unique features as an ad, McDonald's and Leo Burnett India have explored a web film that has been released online.
Speaking about the idea, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia, said, “The joy about working with McDonald's is that in every brief, we have a strong opportunity to build India's most loved food brand. When we heard about McDelivery's new features, we were sure how we wanted to pitch it to our users. Not as a set of features, but as endearing, everyday moments that make up our lives. In this execution, we've achieved that beautiful balance between a story that people want to watch and share, and a product idea that improves our lives.”
McDonald's has revamped its entire McDelivery App experience by introducing a host of consumer-centric features. One such feature is the map's integration that now allows consumers to just drop the pin on the map and know if they're in the delivery service area to get food delivered, right at their doorstep. Personalisation has been the priority with the launch of the new app. Customers can customise their favourite burger by adding/removing ingredients as per their preferences. Moreover, they can place fast orders by choosing from McDonald's exhaustive list of McCafé beverages, desserts and meal options. To get real-time tracking on the phone, one can simply place orders and track the status of the delivery. The app also has enhanced digital payment solutions and FreeCharge e-wallet for easy cashless transactions. With the order history feature, customers can view their past orders and reorder with a simple click. As a gratification, customers can also now use the 'refer-a-friend' feature to enjoy complimentary burgers.
Speaking about the new app, Ranjit Paliath, Vice-President, Business Operations, Hardcastle Restaurants, McDonald's India (West & South), said, “We launched our McDelivery Services App (MDS app) in 2014 with the objective of providing consumers their loved food at their fingertips. In fact, our web and mobile platforms contribute over 55 per cent sales of the total McDelivery business for McDonald's (West & South). With the revamped MDS App, we are confident of connecting more than ever with consumers and offering them easy, personalised and truly useful features.”
Conceptualised by Leo Burnett India, the film focuses on relationships, and people coming together over food. This web film for McDelivery showcases the funny day-to-day interactions between two retired neighbours who are actually frenemies as they never see eye-to-eye. And yet, when one of them faces disappointment, the other comes to the rescue with the help of the McDelivery App. The film will be showcased across all digital and social media channels.
Speaking on the new app and the film, Kedar Teny, Director, Marketing and Digital, McDonald's India, West and South, said, “The new web film shot for McDelivery showcases an unexpected yet endearing tale of two retired frenemies who later come together over food. It clearly depicts a simple message of offering customer convenience and allowing consumers to enjoy their favourite meal from McDonald's anywhere and anytime of the day.”
For offering quick delivery, McDelivery® has also partnered with Zomato and Foodpanda for customers to order McDonald's meal at their doorstep. The new McDelivery® App is now live on Android and iOS platforms. McDelivery is available at more than 145 McDonald's restaurants across west and south India.
The TVC:
Credits:
Creative Agency: Leo Burnett, Mumbai
Chief Executive Officer, Leo Burnett South Asia & Publicis Communications India: Saurabh Varma
Chief Creative Officer, South Asia: RajDeepak Das
Chief Strategy Officer, South Asia: Dheeraj Sinha
Business Heads: Rakesh Hinduja, Maninder Bali
Executive Creative Directors: Prajato Guha Thakurta, Sachin Kamble
Creative Team: Aalap Desai, Saif Razvi, Pratik Khara
Account Management: Sharon Batliwalla, Aditya Atre, Sonia Kumar
Producer (Leo Burnett): Anup Das
Production House: Green House Productions, Chalk and Cheese Films LLP
Film Director: Naruttam Achowe
Director's Assistant: Reetoban Roy Burman
Executive Producers: Neil Chowdhury and Zico Maitra
Associate Producer: Aastha Singh