In this, the first in a series of case studies of Mudra's Leading Brands, culled from a just-published journal, we outline how the agency helped McDonald's eat its way into the Indian consumer's heart.

It wasn't an easy task. Converting a perceived westernized elitist food outlet into a family bonding joint for SEC B audiences was a daunting assignment for Mudra. The meticulous research and polished execution of the brand building exercise that went into the image change behind McDonald's may probably go down in the annals of Indian advertising as a unique success story.

The strategy was built on consumer insight that Indian families historically used food and community dining as a bonding experience. The research identified the core segment as families with children, while the main decision maker was found to be the father. The first task of increasing footfalls and converting them into profitable business was achieved through launching an Every Day Low Price product - an ice cream priced at Rs 7.

Laddering was provided to make the cone eaters graduate to meals with attractive
bounce back coupons and attractive menu
prices were offered to induce product trials.

The results were apparent - a 48 per cent increase in footfalls, and a corresponding 30 per cent hike in sales.

The second stage of the brand building exercise involved establishing McDonald's as an affordable family restaurant and strengthening the restaurant's role as an integral part of the family. The agency devised endearing TV commercials which had fathers consoling forlorn sons with a treat at McDonald's, a homely place where they get all the approval they need, a cosy place for couples to sit and unwind, a familiar landmark in a child's life marked by residence shifts. The core idea was to "depict the strong bond that McDonald's enjoyed with children."

The agency also brought in the local element to familiarize an essentially "foreign" concept like Mac. Mudra used Mac's icons in very Indian settings (Jampath with a Mac M instead of Janpath) and by using every opportunity to relate to the consumer on special days like Diwali and Dussehra.

The change in consumer perceptions has had a positive fallout Sales have jumped 28 per cent and transactions have grown 23 per cent.

More importantly, McDonald's is no longer perceived as simply a posh place with bland western food, loud and meant for hip youngsters - today, it has hooked the middle class with its "affordable" tag, perceived ambience of a mature, intelligent, cultured place for families and a different cuisine.

The culinary MNC could not have asked for more.