Mumbai: McDonald’s India (West & South), owned and operated by Westlife Foodworld has launched its McSavers+ campaign. The aim is to fundamentally challenge the conventional rules of value with the tagline, ‘It Doesn’t Add Up.’ This new proposition is designed to captivate customers with snack and beverage combos that defy traditional pricing norms.
The campaign leverages the intriguing math of 65+49=69 to showcase the exceptional value offered by McSavers+. Customers can now enjoy the new Chicken Surprise Burger priced at Rs. 65 and a classic Coke Float at Rs. 49. But instead of the expected total amount of Rs. 114, they will only need to pay Rs. 69. It’s a value proposition so enticing; it truly doesn’t add up in the best possible way. That is the message of the campaign
McSavers+ offers a range of snack options including the McAloo Tikki, Pizza McPuff, McEgg Burger, Regular Fries, and the new Chicken Surprise. Customers can pair any of these snacks with Coca-Cola for Rs. 69.
Additionally, the campaign is complemented by a TVC. It opens with a scene at a McDonald’s counter where two GenZ kids are amazed by the math-defying offer: a Chicken Surprise (at INR 65) plus a Coke Float (at Rs. 49) costing only Rs. 69. Their confusion is likened to solving a complex math that even Newton would find challenging. The scene shifts to Isaac Newton sitting under a tree, being humorously struck by a Chicken Surprise Burger while enjoying a Coke Float. The genius takes this strange incident as inspiration, symbolising a breakthrough in understanding the unbelievable value. With the tagline “Value so good, it doesn’t add up,” the TVC aims to mix historical wit with modern-day value expectations.
Arvind R.P., CMO, McDonald’s India (W&S) said, “We are delighted to launch the McSavers+ campaign targeted at the youth. Our constant aim is to make delicious feel-good moments easy for everyone, and democratise access to delicious food, being easy on the wallet. We have ensured that every aspect of this campaign – from the enticing price points to the playful and engaging communications – has been meticulously crafted to resonate with Gen Z, a key audience for McDonald’s.
Rahul Mathew, chief creative officer, DDB Mudra Group said, “Value has become such an overused word and a blind spot in the retail world. We needed a new way to communicate the same to our GenZ audience. And so we decided to take them through the math (or the lack of it) in our offers. And who better to take them through it than someone who probably scored A++++ in his math class – Issac Newton.”
The brand is providing an opportunity for its fans to celebrate this new limited-time offering. Now, they can discover just how delicious, affordable, and accessible our products can be. The company truly believes in ‘Real Food Real Good’ ensuring its select menu items contain no artificial colours, no artificial flavours, no artificial preservatives, or no added MSG in the chicken offerings. For nearly three decades, McDonald’s India has been committed to using fresh ingredients, locally sourced from globally renowned suppliers, ensuring unparalleled quality and transparency for its valued customers.
TVC Link –
