As a part of their continued efforts to introduce new and innovative products as per Indian consumer preferences, McDonalds, has introduced two new ‘Pakka Indian’ burgers – Masala Grill Chicken and Masala Grill Veg.
McDonald’s has adopted a 360 degree approach to promote the products across all marketing platforms. The entire messaging in the communication reiterates the brand’s Indian-connect by ensuring that it caters to its customers tastes.
Speaking about the new product launch, Ruchin Khanduja, General Manager, Marketing (North & East) said, “We’re are delighted to expand our menu and offer our customers’ a product that is unique in taste as well as value.
Indian consumers have a palate for Spicy/Masaledar/Chatpata products, this taste is well preferred across all age groups We have tried to establish a connect between the product and consumers; by emphasising on unique Indian traits like amazing bargaining skills, not eating non-veg on Tuesdays, and many more such habits that make us Pakka Indian.
In a similar way, the product also has a distinguished ‘Masaledar’ flavour with great value attached to it. The campaign has been designed keeping in mind the ‘Pakka India’ style.
The campaign is an integrated mass media campaign which will leverage a mix of communication elements like outdoors, print and television, In addition to this; we have also ensured that the in store activation stands at par with our efforts made on national/regional media” Conceptualised by Leo Burnett, the new television commercial goes on air April 15, 2013, accentuating the ‘Pakka Indian’ ideology of an Indian customer in humorous manner.
The commercial focuses on the typical Indian habits which are intrinsic to all of us – the gist being that no matter how contemporary we like to be in day-to-day life; our essential behavioural pattern still remains ‘Pakka Indian.’
To further build excitement, McDonald’s has also stimulated some customers connect activities: running product offers to promote the trial of Masala Grill and also plans to organize Fun/Humorous activities on Pakka Indian concept, May onwards.