MUMBAI: Your favourite food is sure to be the one thing you just can’t get enough of! With this as the central theme, McDonald’s India (west and south) has launched a campaign with popular film celebrity Rashmika Mandanna to celebrate the deliciousness of McSpicy Fried Chicken.
The brand has forayed into the fried chicken category with the launch of McSpicy Fried Chicken– an offering curated specially to please the palates of chicken loving customers.
As a part of the latest campaign, the brand has launched two quirky, light-hearted TVCs featuring Rashmika Mandanna, who can be seen relishing the all-new McSpicy Fried Chicken with friends and family. The ad films showcase that how even thinking of having anything other than McSpicy Fried Chicken is just a preposterous idea and that no matter how much of it you have, you can never get enough.
Rashmika was recently appointed by McDonald’s as its brand ambassador to further strengthen its connect with millennials in its key markets of Karnataka, Tamil Nadu, Andhra Pradesh and Telangana. The TVCs will be aired exclusively in the south markets in Kannada, Tamil and Telugu and will be adapted for the digital platforms as well. The campaign has been conceptualised by DDB Mudra.
Through this new campaign, the brand aims to create a strong mark in the Indian fried chicken market. The new integrated campaign will have a multi-pronged approach with a media mix of TV, digital and social platforms along with strong in-store visibility, on-ground and OOH activations.
McDonald’s India (west and south) director – marketing & communications Arvind RP says “Our customer research revealed that the customers in South India like their chicken not only to be crunchy but also spicy, and flavourful till the last bite. With McSpicy Fried Chicken, that’s exactly what we have for them. Our aim is that with this great product and Rashmika’s strong appeal, we will grow our market share rapidly in these markets.”
DDB Mudra Group chief creative officer Rahul Mathew added, “The campaign really reflects what the consumer feels about McSpicy Fried Chicken – you keep wanting to go back for more. And just like our chicken, Rashmika is a star that South India can’t get enough of. So, it all came together as the perfect recipe.”
