McDonald’s new anthem celebrates beauty that only comes with diversity
McDonald’s India, the iconic international food brand, has always been about celebrating life’s joyous moments over delicious food. Keeping true to its brand values, the food giant has introduced ‘Happy Price Combos’, a completely customisable menu that lets individual consumers choose their favourite burger with their choice of beverage at a starting price of Rs. 60 only!
Created by Leo Burnett India, the TV-led integrated campaign showcases relationships that are polar opposites, yet together. Even the anthem, sung by kids, echoes the unity in diversity philosophy. The commercial also urges people to enjoy different experiences, much like Happy Price Combos.
Speaking about the Happy Price Combos, Kedar Teny, Director Marketing and Digital, McDonald’s India says, “McDonald’s innovative product offerings have always struck a chord with the ever-evolving consumers. With the launch of Happy Price Combo, we want to give our customers a chance to customise and enjoy their favourite meal and beverage combo. Moreover, the #BeDifferentTogether campaign also highlights how McDonalds is a melting pot of divergent lifestyles coming together to create some classic moments. We are confident that this campaign will resonate well with our audiences.”
The new TVC embraces peoples’ diversity and celebrates their choices, giving them the freedom to pursue their own choices. The film shows men, women and children who are unique in personalities, choices and individual tastes, and gladly together despite all the differences. The catchy anthem “We are different-different, but together!” reiterates the thought that despite all our differences, we can all fit in together comfortably - just like Happy Price Combos!
Watch the film here:
Speaking about the new campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “There hasn’t been a better time to champion the cause of diversity. And who better than McDonald’s to celebrate this? McDonald’s has always been about people coming together over a nice meal, no matter how different. In fact, it’s our differences that make our relationships better. Ergo, we featured people who may be completely opposed in their food and lifestyle choices, but are very happy in each other’s company despite that. This led to the larger thought #BeDifferentTogether, and I am confident that every viewer will see a little bit of themselves in this commercial.”
The new, integrated campaign, although led by TV, will also have various other touchpoints.
Creative Agency: Leo Burnett India
Chief Executive Officer, Leo Burnett, South Asia & Publicis Communications India: Saurabh Varma
Chief Creative Officer, Leo Burnett, South Asia: Rajdeepak Das
Chief Strategy Officer, Leo Burnett, South Asia: Dheeraj Sinha
Executive Director & Branch Head, Mumbai: Rakesh Hinduja
Head of Planning, Mumbai: Ajeeta Bharadwaj
Vice President: Maninder Bali
Executive Creative Directors: Prajato Guha Thakurta, Sachin Kamble
Creative Team: Vinit Sanghvi, Archit Gadiyar, Pratik Khara, Rajivi Rao, Shivani Gairola
Planning Team: Sushrita Mukherjee
Account management: Abhijit Panicker, Aditya Atre, Chriselle Baptista
Production House: Prodigious Films
Executive producers: Vandana Watsa, Andalib Patel
Film Director: Kartik Ramnathkar