Inspired by the hundreds of entries McDonald’s received for the biggest Happy Meal fan search, the brand has launched a digital campaign that focuses on ‘kids of all ages’ – a unique search for the biggest Happy Meal Toy collectors in India. McDonald’s for the first time ever has introduced an offer - ‘Make Any Meal a Happy Meal’ where the customers can now make any meal a Happy Meal, by adding a toy for Rs 35.
The new digital campaign – ‘Toys are for kids of all ages’ brings to the fore the heart-warming story of Sunil Chawla, a 35-year-old man, based in Bangalore. Chawla has, over the years, collected over a whopping 300 Happy Meal toys! McDonald’s India, along with its creative agency Leo Burnett India, decided to bring Sunil’s story to the world.
The film shows Chawla speaking fondly about how his obsession with the Happy Meal toys began. He describes how possessive he is about them, how, over the years he’s made sure to travel far and wide just to complete his toy collection and how, today, he proudly owns hundreds of toys procured painstakingly over the years and has no intention to stop anytime soon.
Speaking about the initiative and campaign, Seema Arora Nambiar, Senior Vice President, Strategy, Innovation and Capability, McDonalds India, said, “Since the launch of the iconic Happy Meals in India in 1997, it has grown in popularity. The toys that our customers have collected bring back the happy memories created over food. We wanted to celebrate the emotional connect that our customers have with the brand through their Happy Meal toys, which is why we have featured a real-life Happy Meal toy collector and his story in this ad film.”
Speaking about the new campaign for Happy Meal, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia, said, “There is a child in all of us, and we keep indulging this child with its favourite treats, however, old we may be. McDonald’s has just made it easier for everyone to embrace this child. We don’t stop liking toys, for instance, just because we grow up, do we? The joy of collecting toys knows no age. This simple idea got us to the story of Sunil, and we knew it was a story that our consumers would instantly resonate with.”
The new campaign employs digital and social media as touchpoints.
The TVC:
Credits:
Client: McDonald’s India
Creative Agency: Leo Burnett India
CEO, Leo Burnett, South Asia & Publicis Communications India: Saurabh Varma
Chief Creative Officer, Leo Burnett, South Asia: Rajdeepak Das
Chief Strategy Officer, Leo Burnett, South Asia: Dheeraj Sinha
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