Aimed at engaging with the customers in the digital world, McDonald’s launched a new film based on the #ThodaTimeAur proposition. Early this year McDonald’s India launched the Maharaja Mac Burger, an equivalent of
the iconic Big Mac across India with an integrated campaign featuring
catchphrase #ThodaTimeAur, which highlighted the burger’s great taste
and big size, thus allowing McDonald’s customers to spend more time
socialising and encouraging young adults to engage more deeply with the
brand.
Speaking about the campaign, Kedar Teny,
Director – Marketing & Digital, McDonald’s India – West & South
India, said, “The new digital campaign is a part of the overarching
theme of sociability and our commitment to keep building on that
platform. This is our 4th execution on the sociability platform and
first in the long play digital content format. While we are optimising
the campaign through various mediums, we aim to engage with our audience
with this visually captivating video on social media.”
Conceptualised by Leo Burnett India, the
new film tells us that while we think we know our friends very well –
that however may not be entirely true.
“To give our campaign an interesting
twist we quizzed real consumers on their familiarity quotient with each
other’s interests and captured their reactions on our hidden camera. The
simple truth is that there are many times you don’t know the obvious
likes and dislikes of the people you consider close to you. The message
instantly answers the need to bond with friends and family over a
gourmet social meal – Maharaja Mac – as the conversation starter. The
iconic product seamlessly fits into that proposition of knowing each
other over #ThodaTimeAur,” added Teny.
The campaign urges people to ppend
#ThodaTimeAur over a Maharaja Mac and unfold some really interesting
stories, as you may not know everything about your loved ones.
Commenting on the creative thought, Raj
deepak Das, Chief Creative Officer, Leo Burnett India, said, “After the
success of the Maharaja Mac launch campaign #ThodaTimeAur, we wanted to
engage with young minds and move the conversation forward with an
interesting real world insight. McDonald’s Familiarity Test is a simple
experiment we did with real people asking them simple questions they
ought to know the answers to. It is surprising to know that most of us
get these answers wrong. The film captures the genuine reactions of
McDonald’s customers and makes us want to deepen relationships with our
loved ones.”
Credits
Executive Creative Directors: Prajato Guha Thakurta, Sachin Kamble
Business Head: Rakesh Hinduja
Creative team: Aalap Desai, Indrajeet Kadam, Amit Pandya, Pratik Khara, Manas Keer, Gaurav Joshi, Saif Rizvi, Sambhav Khandelwal
Lead Planner, McDonald’s: Divya Agarwal
Brand Partner: Abhishek Jha
Brand Director: Sayantan Bhattacharya Director: Sukriti Tyagi
Producer: Dyuti Geete
