Billed as the `Moving Out' ad campaign, the new 65-second commercial reinforces the positioning of the company as an affordable family restaurant in its communications, informs McDonald's (Mumbai) managing director Mr Amit Jatia.

According to Mr Jatia, the main objective of the new campaign is to harp on the core values of the company. "After our popular Stage Fright campaign, we are launching this new TVC to show how McDonald's has become a part of everyone's life in India," adds Mr Jatia.

As for the rationale behind the launch of the new commercial, Mr Hemant Misra, vice-president, Mudra Communications explains: "Last year, our objective was to showcase the warm welcoming environment of McDonald's restaurant. Now we have taken one step ahead to show the impact of the brand on our customers."

According to Mr Misra, the new TVC is the first initiative in a bouquet of such marketing initiatives to promote the brand this year.

Shot in Mumbai, the commercial features child model Nabeel Ahmed. Scripted by Mr Sunjay Sharmah, creative director, Mudra Communications, the film opens in an almost empty house where a family is busy packingtheir belongings to shift to a new house.

One of the family members, a young boy with a forlorn look muses over the good times he had with his friends at his earlier house and a McDonald's in the neighbourhood. However, when he reaches his new abode, the boy brightens up as he sees a McDonald's restaurant just next to his new house.

Sums up Mr Misra: "With the new film, we have shown things may change in peoples' lives. But McDonald's is constant and is always there to cheer you up. Hence the tagline - McDonald's mein hai kuch baat."

In addition to its mass media campaign, the company plans to launch an aggressive e-promotion for its new scheme called `Office lunch box offer'. For the purpose, the company has recently tied up with Hungama.com.

The company has earmarked an ad budget of Rs 20 crore to promote its brand in the niche segment of Quick Serving Restaurants (QSR). The other major players in this segment include, Pizza Hut and Domino's India among others. It was in October 1997, that McDonald's-one of the largest food service systems-entered in India. Says Mr Jatia: "The QSR market is too fragmented for a clear-cut definition of competition. In India, formal eating out experience is gathering strength now. As and when the QRS segment develops, there will be more competition which in turn will develop categories and business for all in this segments."