It has been 20 years since we first came across McDonald’s Happy Meals toys and ads on our TVs. The American fast food restaurant chain entered the Indian market in 1996, looking to become a welcoming and affordable family restaurant, with its ‘McDonald’s mai hai kuch khaas’ tagline. While ‘a lot has changed’ since then, ‘nothing has changed’ in its latest campaign which marks the 20 year milestone. The new TVC chronicles the life of a couple who first met as teenagers in the first McDonald’s outlet in Bandra and bonded over a Happy Meal toy, and now take their children to McDonald’s restaurant.
Speaking on the new integrated campaign, Kedar Teny, director marketing and digital, McDonald’s, says, “We are extremely excited and proud as we celebrate the completion of our 20-year landmark in India. McDonald’s through its marketing communication has always strived to create differentiation and strike a chord with its ever evolving consumers and their needs. While creating ‘A lot has changed. Nothing has changed’ brand campaign, we were inspired by real life experiences. There are some things that haven’t changed when it comes to McDonald’s and its consumers. The fight over the last fries, the ‘softy’ moustache, photos with Ronald McDonald, both as a child and as an adult — some moments remain the same no matter what. The campaign takes this same paradoxical proposition forward, through the story of a couple that has seen some of the most important life-changing moments at McDonald’s.”
He further adds, “Over the years, McDonald’s has given people an opportunity to bond with their family and friends and create special moments. We hope after seeing this ad, our customers will remember and cherish the memories built at our restaurants.”
The campaign is conceptualised by Leo Burnett India, and the film is directed by renowned ad film director Ram Madhvani of Equinox Films.
Explaining the idea behind the campaign, Raj Deepak Das, chief creative officer, Leo Burnett, South Asia, says, “It has been a sheer joy partnering with an iconic brand like McDonald’s for over half its journey in the country. Our new campaign ‘A lot has changed. Nothing has changed’ articulates how the small, but important joys have remained the same, despite so much else changing. Even 20 years later, a child opening a Happy Meal box will have the same unparalleled joy on his face, like children did 20 years ago.
BW Reporters
The author is special correspondent at Digital Market Asia, is fascinated by the evolving digital media industry, and has focussed on tracking developments in the field in Asia Pacific.
