McDonald’s India returns to core ‘family’ positioning with ads

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The newest advertising campaign from McDonald’s India is all about family love. The advertisements portray family interactions in three distinct settings. One advertisement shows a sweet moment that is enjoyed while eating a meal at home. The second advertisement features family members jokingly fighting over food while being consumed in a restaurant.

The third specifically mentions the McDonald’s app. A grandfather demonstrating to his son a bargain that can be ordered using an app, saving him money. The DDB Mudra Group produced the advertisements. The goal, according to Arvind R.P., director of marketing and communication at McDonald’s India, was to make family mealtimes synonymous with McDonald’s. “Although McDonald’s has always been appropriate for all ages and events, post-COVID, we have noticed a clear shift in people’s desire to spend time with their families. In order to present McDonald’s as a family brand with something to offer each member, we sought to take advantage of this trend.

“Family is a crucial pillar of the brand. By highlighting the different events and occasions that bring families together, this campaign hopes to build the bonds and brand affinity of its target customer. The media mix for the campaign, according to Arvind, is equal parts TV and digital, with the majority of the lengthier ad cuts being digitally accessible.

“Although McDonald’s has always been appropriate for all ages and events, post-COVID, we have noticed a clear shift in people’s desire to spend time with their families. In order to present McDonald’s as a family brand with something to offer each member, we sought to take advantage of this trend.

Other QSR brands in India, such as Wendy’s, Burger King, Popeye’s, etc., compete with McDonald’s. Additionally, it competes with QSR companies like Domino’s Pizza, Taco Bell, KFC, Subway, and Cafe Coffee Day that offer a variety of foods.

In 1996, McDonald’s opened its first location in India. Some of its early advertisements feature young people who are either working adults or college students.

The recent advertisements, on the other hand, emphasise the bond that family members share. And what part McDonald’s can play in helping families spend quality time together, whether that eating happens in the restaurant or at home.

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