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  • Milestone Brandcom boosts McDonald's 'Pakka Indian' brand proposition through integrated, innovative OOH programs to delight consumers

    Submitted by ITV Production on May 23

    MUMBAI, May 13 2013 : Indian food is known for its masaledar taste. The typical Indian consumer looks for the same taste in food of any cuisine. Building on the ‘Indian‘ mindset, McDonald‘s has added a new variant to its Indian menu card - The Masala Grill burger, billed as ‘Pakka Indian.‘ The new Masala Grill is a tasty burst of Indian flavors. The TV commercials highlight typical Indian behavior when it comes to bargains, installments and the like; humorously relating them to the burger‘s Indian flavor.

    The launch was actively supported by a 360 degree holistic marketing campaign with a mix of TVCs, print, outdoor and in-store promotions. Milestone Brandcom extended the OOH campaign across 300+ touch points in 4 cities. The campaign continued for a period of 3 weeks. Large format touch points like billboards, gantries, wall wraps & unipoles. Extended presence was built using bus shelters across all major junctions & arterial routes.

    Rameet Arora, Senior Director, Marketing & Menu Management at McDonalds India - HRPL said, "The campaign acknowledges and celebrates the colourful life that Indians typically lead. Right from our inherent habit of looking for value in every bargain to our competitive spirit, it captures the elements that make us truly Indian. The communication has been crafted to create an instant connect between the product and the consumers. It attempts to actively engage customers to reach out to what they believe is Pakka Indian."

    The communication objective was to create an instant connect between the ‘Indian-ness‘ of the burger with the consumers. To distinguish the campaign on OOH & interact with consumers more effectively, Milestone Brandcom took the communication message from OOH onto Activations.

    To draw more attention to these spicy delights, Ronald McDonald‘s look was spiced up to appear more ‘Indian.‘ Ronald across all the McDonald‘s outlets in India was seen wearing a Pagdi (turban). A Pagdi is synonymous to the Indian culture & heritage. An instant hit with the youngsters & customers, Ronald completely stole the show & the employees of the McDonald‘s stores requested they too be given this Pagdi! Along with Ronald, the employees & delivery boys for McDonald‘s wore this Pagdi. The Pagdi was customized across various regions to appeal to the religious diversity. Stalls were set up across all Major McDonald‘s outlets & promoters took interviews of consumers asking them if they were aware of these new spicy delights & what were their views on Ronald‘s new avatar. Many customers fascinated with the Pagdi even went ahead and took photos for a memory. Their feedback was then captured & posted live onto Facebook for them to share with their friends, tagging McDonalds India. A picture that got more than 10 liked would be rewarded with a free Masala Grill

    The love for ‘masaledar‘ food has been inherited by us Indians since generations. The necessity for herbs & spices is clearly seen in an Indian kitchen. In the past, the traditional Indian home-maker would use a ‘mortar and a pestle‘ to grind spices. Taking this activity on-ground to connect with the ‘Pakka Indian‘ in all of us; Mc Donald‘s decided to add some spice to an otherwise monotonous day at Kalyan Mall. A circular platform with 3 mortar & pestle‘s was set up in the central atrium. A group of ladies dressed in traditional Indian attire were seen grinding spices on this podium & inviting people to pound spices & interact along with them. To make it more exciting, arrangements for on the spot clicking & printing of pictures complemented the activity making it an ‘Pakka Indian‘ experience to cherish!

    Commenting on the campaign, Hanoz Patel, Founder Member & Managing Partner, Milestone Brandcom said, "We are honored to be associated with brand McDonald‘s. We have executed great work together in the past. The objective for the Pakka Indian campaign was to maximize impact of the new launch. In order to create buzz & interactions amongst the customers, it was essential for us to take an unconventional approach. We carried the message of ‘masaledar‘ across engaging innovations at relevant audience-centric touch points"

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  • Milestone Brandcom rolls an eggciting OOH campaign to promote the launch of McEGG Burger from McDonald's

    Submitted by ITV Production on Aug 31

    Mumbai: Fast food retail chain McDonald?s recently launched a new burger ?McEGG?. McEGG is McDonald?s new way to enjoy your everyday egg. Steamed to perfection in a specialized steamer and made tasty with a sprinkling of magic masala, onion and creamy Mayo. It?s egg like never before. It is a one of its kind product launched across McDonald?s outlets in India & is aimed at targeting ?eggetarians?. The new burger is part of the McDonald?s happy price menu & will be available for just Rs.25 starting 11am. This economically priced burger is full of egg nutrients.

    McDonalds launched a marketing campaign to introduce the new McEGG burger across India. The 360 degree campaign comprised varied media vehicles for its communications. Outdoor was one of the important vehicles among their media mix. The out of home campaign that rolled out on 14th August was spread across 350 touchpoints & covered over 1,32,000 sqft of vinyl in 9 cities. The media mix was spread across mass media touch points varying from billboards, bus shelters, gantries, unipoles & kiosks to branding at railway stations.

    Senior Director Marketing, McDonald?s India, Rameet Arora said, "We have come up with a campaign that embodies the fun and freshness of eggs to extend our I?m Lovin It? experience to our customers. We at McDonald?s aim to be our customer?s first choice and we are taking brand McDonald?s to the next level by providing our customers with products and campaigns that are new fresh, exciting and innovative. To the value seekers, the McEGG Burger will assure plenty of protein content at an appealing price point and at the same time it will help McDonald?s deliver the brand promise of good products at great prices.?

    ?This new delightful offering needed an equally impactful messaging to the customers to lure them to try out the new and eggciting McEGG burger. We devised a robust media plan to target the audiences on the go & ensured a dominating presence across all main arterial routes, transit junctions & major congregation points around McDonald?s outlets. The visual appeal of the creative clubbed with our elaborate media spread ensured the message was delivered to the right audiences?, said Hanoz Patel, Founder Member & Managing Partner, Milestone Brandcom.

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