9X Media has announced that it has collaborated with McDonald’s India (West & South) and BrandMusiq to create a new version of the brand’s ‘Pa Ra Pa Pa Pa’ jingle ahead of Independence Day 2023.
A new version of the tune has been created with musical sounds from the West and South India. The same has been captured in a video with visuals to match.
The video pairs food items with tunes from Maharashtra, Rajasthan, Gujarat, Goa, Tamil Nadu, Karnataka, Andhra Pradesh and Kerala.
Arvind RP, Chief Marketing Officer, McDonald’s India (West and South), said, “We believe that akin to McDonald’s food, music has the universal appeal of captivating hearts and is loved by all. This insight led us to our exciting collaboration with 9XM on account of Independence Day, celebrating India and its rich culture. Our aim was to recreate our signature brand tune, to speak to the Indian heart, in harmony with our diverse musical heritage. We gave the ‘Pa Ra Pa Pa Pa’ jingle a new dimension with a fusion of sounds from various indigenous musical instruments – each representing a unique cultural identity. This initiative is aligned to McDonald’s India’s deep commitment to embracing local tastes and sensibilities, bringing to life a brand that is relevant and loved by all, just like our rich Indian music.”
Amar Tidke, Chief Programming Officer, 9X Media, added, “Our collaboration with McDonald’s for the Independence Day campaign has been an incredible journey of creativity and innovation. By infusing the iconic McDonald’s signature tune with the vibrant flavours of India, we’ve beautifully showcased the power of cultural fusion. This project stands as a testament to the strength of teamwork and creativity, and we’re thrilled to witness both our client and audiences wholeheartedly embracing and ‘Lovin’ it’!”
Rajeev Raja, Founder, BrandMusiq, said, “‘It was a great privilege to create a new version of McDonald’s ‘Pa Ra Pa Pa Pa’ jingle for India. We incorporated sounds of India in a fun, entertaining way, mixing elements of folk Indian instruments on the one hand and street rap music on the other.”
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