McDonald's India has launched a TV-led integrated campaign #BeDifferentTogether that shows people embracing their differences and looks to spread the message of being united even in diversity. The ad film shows couples, friends and families - young and old - with different tastes, choices and personalities but who still love each other.
The campaign, which has been conceptualised by Leo Brunette India, has a jingle sung by kids 'We are different-different, but together', to promote the new happy meal the brand is launching.
Explaining the concept behind the campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, "There hasn't been a better time to champion the cause of diversity. And who better than McDonald's to celebrate this? McDonald's has always been about people coming together over a nice meal, no matter how different. In fact, it's our differences that make our relationships better. Ergo, we featured people who may be completely opposed in their food and lifestyle choices, but are very happy in each other's company despite that. This led to the larger thought #BeDifferentTogether, and I am confident that every viewer will see a little bit of themselves in this commercial."
Outlining the brand's philosophy on the campaign, Kedar Teny, Director Marketing and Digital, McDonald's India says, "McDonald's innovative product offerings have always struck a chord with the ever-evolving consumers. With the launch of Happy Price Combo, we want to give our customers a chance to customise and enjoy their favourite meal and beverage combo. Moreover, the #BeDifferentTogether campaign also highlights how McDonald's is a melting pot of divergent lifestyles coming together to create some classic moments. We are confident that this campaign will resonate well with our audiences."
Das added, "BeDifferentTogether was born from an idea that celebrates finding the beauty in our diversity and coming together to celebrate it over delicious food. It's an idea that believes that the beauty is in being together, not being a clone of one another. This idea completely sits well with our humankind philosophy; it dismantles our traditional thinking on who the target audience is, simply because it speaks to each one of us. It's an idea that finds a strong resonance in culture, especially when you see what's happening around us every day."
