McDonald’s India West and South – owned and operated by Westlife Foodworld, has launched its offering, McSaver Meals, priced starting at Rs. 99 for customers in Gujarat, Madhya Pradesh and Chattisgarh and Rs. 149 for customers in other parts of West and South India. McSaver Meals redefines the concept of ‘value’ by bringing alive the ‘feel-good’ moments the brand enables, thus making the taste and quality of its meals further accessible to its customers. McDonald’s India has launched an ad campaign created by DDB Mudra Group.
“At McDonald’s India (W&S), our focus has always been on creating unforgettable memories and delivering feel-good moments to our customers. With our new ad campaign, we wanted to showcase the irresistible value of McSaver Meals and the moments of joy and connections that our valued customers can experience while enjoying these affordable meals. Through initiatives like McSaver Meals, we reaffirm that McDonald’s is the best value-for-money QSR destination for anyone, at any time of the day,” Arvind R.P., chief marketing officer, McDonald’s India (W&S), said.
In one of the ad films, the narrative unfolds in a McDonald’s store, where three robbers, initially focused on a heist, succumb to the temptation of the McSaver Meals priced at Rs 99. As they indulge in their favourite McAloo Tikki Regular Meals, the blaring sound of approaching police sirens reminds them into action. They exchange a glance and quickly flee in their car. The robbers escape, leaving the police car screeching to a halt in front of the McDonald’s store. The cops rush inside and are captivated by the McSaver Meals showcased on the menu.
“One of the pillars that McDonald’s is built on is that ‘McDonald’s is for everyone’. And it’s our extra-value meals that truly bring this to life. No matter who you are -boss, intern, cop, robber… it makes complete financial and emotional sense to come to McDonald’s to add that smile to your every day,” Rahul Mathew, chief creative officer, DDB Mudra Group, said.
The second advertisement is set in a corporate convention. The television commercial showcases Mr. Marshall, a European delegate, engaging with a company manager and a young employee. During their interaction, the young employee notices a loose thread on Mr. Marshall’s sweater and attempts to fix it. However, as Mr. Marshall walks away, the thread unravels, transforming his sweater into a crop top and tangling those around him! Seeking to make amends, the young employee offers the McDonald’s meal to Mr. Marshall, who graciously accepts the peace offering. They both relish their McSaver Meals priced at just Rs. 149, marking a fresh start over a delicious and affordable meal. The TVC is being aired on select national general entertainment channels (GECs), as well as top regional GECs and news channels in languages like Marathi, Kannada, Telugu, and Tamil.
The brand aims to make McDonald’s accessible to all while cultivating a sense of aspiration, allowing everyone to indulge in the classic McDonald’s dine-in experience.