Mumbai : McDonald’s India (West and South) – owned and operated by Westlife Development, has launched a new 360-degree campaign – ‘Meals make Families’. The campaign aims to make family-meal times synonymous with McDonald’s and grow brand affinity among families. As part of this campaign, the brand has unveiled a series of TVCs that showcase relatable moments and occasions at family meal-times and the emotions that family-members share while having meals together.
One of the TVCs showcases a heartwarming scene where a child asks his family at the lunch table if his grandfather can order McDonald’s in heaven. The grandma interestingly responds that the grandfather came in her dream and asked her to give his share of the burger to the grandson. The idea behind this film is to depict the joy of sharing among families and how the brand creates memorable moments over meals.
The other films in the series also use slice-of-life themes to highlight that McDonald’s brings families together. One of the other films is based on the theme of how one family member always has the habit of taking a bite of another member’s food and finishing almost half of it. While the other film shows a grandfather taking a dig at the father in the family on his capability of grabbing deals and discounts on the McDonald’s App.
Arvind R.P., Director – Marketing and Communications at McDonald’s India West and South said, “Over 25 years of building McDonald’s in India, we have made special connections with all our consumers, especially families. Post-pandemic, we have seen a distinct trend in people wanting to spend more time with their loved ones. Through this campaign, we want to leverage this insight and position McDonald’s as the go-to brand for family meal-times, an occasion rich in emotions, with the brand having something to offer to every family member.”
The films are conceptualized by DDB Mudra and showcase family members across generations enjoying a McDonald’s meal. It highlights how McDonald’s is loved by every member of the family be it kids, teenagers, parents, or grandparents. This new series of brand films by McDonald’s strikes the perfect chord with a diverse set of family members.
Pallavi Chakravarti, Creative Head – West, DDB Mudra said, “All of us working on this campaign just treated it as an extension of our own lives and drew from our own experiences – after all, is there anyone out there who hasn’t spent time with their family over a burger and fries, either at a McDonald’s or at home? It has been a heartwarming journey creating this, one we hope resonates with everyone this campaign reaches.”
Campaign Credits:
Creative: Pallavi Chakravarti, Godwin D’mello, Sanket Wadwalkar, David Vaz, Shalmali Sawant, Ronak Ramraje, Alistair Pinto, Dhruv Rathod, Dhiren, Shivani, Vasudev Raut, Koustubh, Urja Patel
Business: Nishant Saurabh, Delon Mascarenhas, Sonia Kumar, Anchal Bhojwani
Strategy: Mehak Jaini, Ronak Shah
Films : Reema Asrani
Director: Indrashish Mukherjee
Production house: Footloose Films
