Debrief: McDonald’s Masala Grill: Apun aisaich hai!

21 May,2013

By Anil Thakraney

 

Very apt TV campaign from McDonald’s for their Masala Grill burger. The product positioning is: Here’s a burger custom made for the Indian taste. And to bring that out, instead of concentrating on the burger, they have focused on the consumer, which in this case is we desis. The creative hook therefore is how we Indians behave. This makes for a cool creative.

 

There are various TVCs on air, but the two I like are these: In one, a stingy man desperately tries to bargain with a McDonald’s staffer, and obviously fails to obtain a discount. In another one, a religious chap orders a Masala Grill Chicken, when the wife dutifully reminds him it’s Tuesday (love the sound of a temple gong at this point, hilarious!). Naturally, the order is quickly changed to ‘Veg’.

 

Good stuff. The commercials are entertaining, and the Indian flavour is brought out nicely. Yes, we will identify with these situations, because, as the cliche goes, we are like that only. I particularly like the slightly irreverent touch to the ads, they are self-deprecatory in nature, they don’t show us Indians in a very good light. Brave of McDonald’s to back this creative, and appreciate the creative team for treading the line carefully.

 

Personally speaking, I would have used the following situations: People jumping queues, children littering all over the outlet, folks demanding ten tomato ketchup sachets with each burger (nine of which to be smuggled for home use), in fact, I would have shown a chap spitting in a corner. Of course, the McDonald’s suits would have shoved my scripts into the paper shredder, but I could have always posted them on the internet for an Abby award consideration. 🙂

 

Rating: (On a scale of 1-5): 3. Fun treatment, delivers message effectively.

 

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

 

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