McDonald’s India (North and East) has launched a new campaign for the newly-introduced Butter Chicken and Butter Paneer grilled burgers. The light-hearted and quirky ad film showcases the customers’ excitement, expressed through a hearty ‘Burrraaahh’, upon experiencing these burgers for the first time.
The film opens with three friends standing in a queue to place their order when one of them goes ‘Burrraaahh while scanning through the menu at a McDonald’s restaurant. Guest service crew at the counter reciprocates with an enthusiastic and reassuring ‘burrraaah’ and places the order.
The film then focuses on a father-son duo enjoying their meal at the restaurant observing this all along and getting curious and excited to understand the expression everyone is sharing.
Rajeev Ranjan, Chief Operating Officer, McDonald’s India – North and East, said, “Burrraaahh is the way our North Indian guests express the feeling when they experience excitement, joy and delight together. Our new ad film perfectly captures these emotions our guests experience while consuming our Butter Chicken and Butter Paneer grilled burgers.”
“The taste palette of these grilled burgers are inspired by the delectable world-famous north-Indian makhani cuisines. We are sure that these burgers would make our customers go ‘Burrraaahh’.”
“Fans of Punjabi food are instinctively going to fall in love with the new McDonald’s butter chicken and paneer grilled burgers. And like you’d go ‘Ooh-la-la’ on trying a lovely French wine, or ‘Bravo!’ on tasting an original Italian pizza - when we took our first bite of the new burger, we instinctively went, ‘Burrraaahh!’ Through the film, we wanted to show the same happiness that we experienced while enjoying the new burger. You’d definitely go ‘Burrraaahh!’ when you try it,” said, Iraj Fraz Batla, Creative Head – North, DDB Mudra.
The burgers are available across McDonald’s restaurants in North and East India through dine-in, takeaway, drive-thru, McDonald’s app and through McDelivery (including Swiggy, Zomato and Magic Pin).
The campaign went live on February 21.
McDonald’s team: Sushmita Kashyap, Dhruv Kathuria, Neha Gour, Saksham Agarwal, Meena Negi
Agency: DDB Mudra
Creative: Rahul Mathew, Iraj Fraz Batla, Rahul Dutta, Vinit Barucha, Sudarshan Raghunathan, Akhil Reghu, Shamoeeta Mukherjee, Rohan Banerjee, Ankit Chugh
Business: Ashutosh Sawhney, Vineet Kindra, Sonali Chowdhury, Jackson Jose, Abhishek Majumdar, Srishti Gupta
Strategy: Mehak Jaini, Aditi Hariharan
Production House: Utopians
Director: Kunal Pardeshi