Mcdon­ald’s spices up cam­paign with ‘pukka In­dian’ flavours

Outdoor Asia - - Indian Update -

McDon­ald’s has added a new vari­ant to its In­dian menu card - The Masala Grill burger, billed as ‘Pakka In­dian.’ To pro­mote it, Mile­stone Brand­com, hit on an in­te­grated and in­no­va­tive OOH cam­paign much to the de­light of McDon­ald’s con­sumers. The OOH cam­paign was ex­e­cuted across 300+ touch points in four cities and con­tin­ued for a pe­riod of three weeks. Mainly large for­mats were se­lected in­clud­ing bill­boards, gantries, wall wraps & unipoles. Ex­tended pres­ence was built us­ing bus shel­ters across all ma­jor junc­tions & ar­te­rial routes. To dis­tin­guish the cam­paign on OOH and help the brand in­ter­act with con­sumers more ef­fec­tively, the agency ex­tended the OOH com­mu­ni­ca­tion to Ac­ti­va­tions. The ubiq­ui­tous brand icon Ron­ald McDon­ald’s was spiced up to look more ‘In­dian.’ Ron­ald across all the McDon­ald’s out­lets in In­dia was seen wear­ing a Pagdi (tur­ban) and join­ing him in this at­tire were the em­ploy­ees and de­liv­ery boys for McDon­ald’s. The Pagdi was in fact cus­tom­ized across var­i­ous re­gions, given the cul­tural di­ver­sity of the coun­try. Stalls were set up across all ma­jor McDon­ald’s out­lets and pro­mot­ers were seen tak­ing the feed­back of con­sumers on the new spicy de­lights and Ron­ald’s new avatar. Tak­ing this ac­tiv­ity on-ground to con­nect with the ‘Pakka In­dian’, the brand de­cided to add some spice to an oth­er­wise monot o n o u s day at Kalyan Mall. A cir­cu­lar plat­form with mor­tar and pes­tle was set up in the cen­tral atrium. A group of ladies dressed in tra­di­tional In­dian at­tire were seen grind­ing spices on this podium while invit­ing peo­ple to join them in their tra­di­tional ac­tiv­ity thus pro­mot­ing in­ter­ac­tiv­ity. Fa­cil­i­ties for on-the-spot click­ing and print­ing of pic­tures com­ple­mented the ac­tiv­ity mak­ing it a ‘Pakka In­dian’ ex­pe­ri­ence to cher­ish

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