Reaching out to consumers in a cinema hall may not be new but driving their participation through an on-screen message is unique in a sense. This is what McDonald’s did this Independence Day partnering with DDB Mudra Group for an experiential campaign to bring this message alive among a captive audience base.

Speaking on the activation, Seema Arora Nambiar, Senior Vice President – Strategy, Innovation & Capability, Hardcastle Restaurants said: “McDonald’s launched Happy Price combos to celebrate variety, affordability and value for money offering. Happy price combos now allowed people to choose what they want without compromising. Thus the #BeDifferentTogether found its leap in terms of messaging and activation among the movie goers, to be able to celebrate their differences and yet be together”.

Added Brijesh Jacob, Chief Creative Technologist, DDB Mudra Group: ”We wanted to go beyond a traditional film or a post for Independence Day. We thought that movie theatres would be the best place to conduct this activity as a theatre inherently houses different people, who are together. And being a patriotic occasion, using the ‘Stand Up’ formula just before the national anthem made perfect sense!”