Leo Burnett’s new campaign for McDonald’s breaks out of the TVC format as they launch the Junior version of their iconic burger, the Maharaja Mac
Mumbai: McDonald’s India is bringing in a brand new attraction to its menu. For the very first time, the Junior Maharaja Mac – a mini version of its iconic Maharaja Mac, makes its debut across McDonald’s restaurants in the West and South of India.
McDonald’s has always been about celebrating the everyday moments over delicious food. With the Junior Maharaja Mac innovation, the brand now ensures that people can enjoy these everyday moments even with the iconic taste of a Maharaja Mac, as a value meal offering.
To launch the Junior Maharaja Mac, McDonald’s has unveiled a new integrated campaign with an unconventional execution, conceptualised by Leo Burnett Mumbai, in partnership with their Chicago office. The new series is a fun mix of everyday life’s moments and viral social media trends, to tell you that whether you’re celebrating a big moment or a small one, McDonald’s has got the perfect Maharaja Mac for you.
Speaking about the new integrated campaign, Kedar Teny, Director Marketing and Digital, McDonald’s India says, “We constantly evolve our menu to address the needs of our consumers and hence we wanted to create a platform that allows our consumers to make the most of simple moments in life. The Maharaja Mac is India’s equivalent to the international Big Mac and the popularity of this burger inspired us to bring out yet another innovation of our menu with the Junior Maharaja Mac which is part of our value format. We believe there is a Mac for every occasion and this campaign reiterates that life’s most treasured moments can be savoured with a Junior Maharaja Mac.”
Said RajDeepak Das, Chief Creative Officer, Leo Burnett, South Asia, “With this latest campaign, we’ve leaned strongly into pop culture, and shown how McDonald’s has always been part of our everyday moments – both big and small. The idea – a Maharaja Mac as the reward for life’s everyday victories –beautifully converts these everyday moments into feel-good moments. An idea like this deserved breaking all rules when it came to the execution. We’ve cast real people, captured real moments, and shot many of these on our iPhones.”
A refreshing shot-on-iPhone feel captures the everyday triumphs in a very personal way. McDonald’s and Leo Burnett India have gone and shot real people celebrating real joys, and that’s what makes it fun to watch on TV. Friends, parents, kids, pets, everybody gets to join in on the celebrations.
The new integrated campaign – which is social at its heart – will extend across all McDonald’s restaurants in the West and South of India, apart from kicking off strong social and digital storm by leaning into pop-culture.
Creative Agency: Leo Burnett Mumbai and Leo Burnett Chicago
Chief Executive Officer, Leo Burnett South Asia & Publicis Communications India: Saurabh Varma
Chief Creative Officer, South Asia: RajDeepak Das
Chief Strategy Officer, South Asia: Dheeraj Sinha
Business heads: Rakesh Hinduja, Maninder Bali
Executive Creative Directors: Prajato Guha Thakurta, Sachin Kamble
Creative Team: Aalap Desai, Vinit Sanghvi, Saif Razvi, Pratik Khara, Rajivi Rao, Deepashree Mankar, Shivani Gairola, Geo Joseph, Ashish Gautam, Amey Deo
Account management: Supriya Bhasin, Aditya Atre, Joanna Grover
Producer (Leo Burnett India): Rachaita Vyas
Production House: Ubik Films
Film Director: Surjo Deb
Producer (Ubik): Sonu Bandhari, Saikat