McDonald’s India has launched a new campaign around the Maharaja Mac Burger – the equivalent of the Big Mac across India – by asking its customers how well they really know their friends and family.
Created by Leo Burnett India, it builds on a brand-engagement campaign earlier this year where McDonald’s used the burger to encourage people to spend more time socialising.
A new video shows customers queuing for a burger and being quizzed by staff about how well they know the people they are with.
Kedar Teny, director of marketing and digital at McDonald’s India West and South India, said: “The new digital campaign is a part of the overarching theme of sociability and our commitment to keep building on that platform. This is our 4th execution on the sociability platform and first in the long play digital content format.
“While we are optimising the campaign through various mediums, we aim to engage with our audience with this visually captivating video on social media.
“To give our campaign an interesting twist we quizzed real consumers on their familiarity quotient with each other’s interests and captured their reactions on our hidden camera. The simple truth is that there are many times you don’t know the obvious likes and dislikes of the people you consider close to you.”
Creative agency: Leo Burnett India
Chief creative officer: RajDeepak Das
Executive creative directors: Prajato Guha Thakurta, Sachin Kamble
Business head: Rakesh Hinduja
Creative team: Aalap Desai, Indrajeet Kadam, Amit Pandya, Pratik Khara, Manas Keer, Gaurav Joshi, Saif Rizvi, Sambhav Khandelwal
Lead llanner, McDonald’s: Divya Agarwal
Brand partner: Abhishek Jha
Brand Director: Sayantan Bhattacharya