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McD's new campaign reinforces value proposition

MUMBAI: Leveraging on the accomplishment that it achieved through its happy price menu campaigns in recent years, McDonald‘s is ready to launch its new campaign that further highlights the message of ‘affordability‘.


Come 17 July, the campaign will be initiated with a television burst as there will be a carpet bombing for two hours across 10 channels. This will include GECs, music channels, sports channels and movie channels. 
 
The TV burst, comprising two commercials, will serve as a quick build up for the campaign that will be visible on television for 30-35 days.


The latest campaign idea hits on a novel way for young people to ‘bribe‘ themselves out of sticky situations in life "as the prices at McDonald‘s much loved burgers are so affordable!"


Said Leo Burnett advertising VP Samarjit Choudhry, "The Happy Price Menu platform has worked very well for McDonald‘s in the past, especially with India being a value driven market. We have leveraged this platform further with our new integrated campaign which drives the affordability aspect of McDonald‘s. The central idea revolves around the thought ‘You don‘t need to think twice when McDonalds has burgers at only Rs. 25‘. I think the new TVC will be clutter breaking and help further establish the Happy Price Menu products and the price points." 
 
Added McDonald‘s India senior director - marketing Rameet Arora, "With McDonald‘s, globally and in India, value has always been a key offering. With this campaign we are re-enforcing our promise of everyday affordability and a fun place to be."


Once the television initiative takes off, campaigns across other media platforms will hit off after a 10-day gap. McDonald‘s is planning for a nationwide visibility through out-of-home with a special thrust on Mumbai. The company is expected to put up over 100 hoardings in the city to attain campaign recognition. 
 
Radio will also be used to create brand recall and will be conducted on a city-on-city basis. The campaign will be leveraged across all radio channels in the morning and evening day parts.
 

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