McDonald’s unveils a thematic brand campaign on eve of completing 20 years

11 Nov,2016

By A Correspondent

 

McDonald’s is celebrating its 20th year in India. To commemorate the occasion, the brand is all set to celebrate the milestone in style with the launch of a thematic brand campaign called, ‘A lot has changed. Nothing has changed’. The campaign focuses on the brand by chronicling a lifecycle of a couple with McDonald’s over the years in India through this TVC. The new TVC will take viewers through McDonald’s journey in the emerging QSR industry established in 1996 in India and how it has transitioned to stay relevant with its presence of over 400+ restaurants across India.

 

Speaking on the campaign, Kedar Teny, Director Marketing and Digital, McDonald’s said: “We are extremely excited and proud as we celebrate the completion of our 20 years landmark in India. McDonald’s through its marketing communication has always strived to create differentiation and strike a chord with its ever evolving consumers and their needs. While creating the ‘A lot has changed. Nothing has changed’ brand campaign, we were inspired by real-life experiences between a beautiful and steady relationship, there are some things that haven’t changed when it comes to McDonald’s and its consumers. The fight over the last fries, the feeling of mayo oozing out of the burger while taking a bite, the ‘softy’ moustache, taking pictures with Ronald McDonald, both, as a child and as an adult – some moments remain the same no matter what. The campaign takes this same paradoxical proposition forward, through the story of a couple, who have seen some of their most important life-changing moments at McDonald’s.”

 

The campaign is conceptualised by Leo Burnett India and the film is directed by Ram Madhvani of Equinox Films. Speaking about the ad, RajDeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “It has been sheer joy partnering with an iconic brand like McDonald’s for over half its journey in the country. While executing the campaign, we tried recreating the details from the past 20 years for the story to come alive – right from the staff’s uniforms, the events that happened around the time, the whole hog. With Ram’s impeccable direction, I think this is film-making at its best.”

 

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