McDonald’s India Redefines Value with the Introduction of McSaver Meals
Launches two ‘feel-good’ ads to showcase the irresistible value of McDonald’s meals
Chennai – February 19, 2024: McDonald’s India West and South – owned and operated by Westlife Foodworld Ltd – has launched its new offering, McSaver Meals, priced starting at just Rs. 99 for customers in Gujarat, Madhya Pradesh and Chattisgarh and Rs. 149 for customers in other parts of West and South India. More than just a great deal, McSaver Meals redefines the concept of ‘value’ by bringing alive the ‘feel-good’ moments the brand enables, thus making the unparalleled taste and quality of its iconic meals more accessible to our customers.
With the McSaver Meals, customers can now indulge in their favourite McDonald’s meals without straining their wallets, whether it be a quick lunch break on a weekday, a family outing, or any occasion at any time of the day, To bring this exciting platform to life, McDonald’s India has launched a fun and engaging ad campaign created by DDB Mudra Group.
In one of the ad films, the narrative unfolds in a bustling McDonald’s store, where three robbers, initially focused on a heist, succumb to the temptation of the irresistible McSaver Meals priced at just INR 99. As they indulge in their favourite McAloo Tikki Regular Meals, the blaring sound of approaching police sirens reminds them into action. They exchange a glance and quickly flee in their car. The robbers escape, leaving the police car screeching to a halt in front of the McDonald’s store. The cops rush inside and are captivated by the irresistible McSaver Meals showcased on the menu.
The second advertisement is set in a corporate convention. The television commercial showcases Mr. Marshall, a European delegate, engaging with a company manager and a young employee. During their interaction, the young employee notices a loose thread on Mr. Marshall’s sweater and attempts to fix it. However, as Mr. Marshall walks away, the thread unravels, transforming his sweater into a crop top and tangling those around him! Seeking to make amends, the young employee offers the McDonald’s meal to Mr. Marshall, who graciously accepts the peace offering. They both relish their McSaver Meals priced at just Rs. 149, marking a fresh start over a delicious and affordable meal. The TVC is being aired on select national General Entertainment Channels (GECs), as well as top regional GECs and news channels in languages like Marathi, Kannada, Telugu, and Tamil.
Arvind R.P., Chief Marketing Officer, McDonald’s India (W&S) said, “At McDonald’s India (W&S), our focus has always been on creating unforgettable memories and deliver feel-good moments to our customers. With our new ad campaign, we wanted to showcase the irresistible value of McSaver Meals and the moments of joy and connections that our valued customers can experience while enjoying these affordable meals.. Through initiatives like McSaver Meals, we reaffirm that McDonald’s is the best value-for-money QSR destinations for anyone, at any time of the day.”
Rahul Mathew, Chief Creative Officer, DDB Mudra Group said, “One of the pillars that McDonald’s is built on is that ‘McDonald’s is for everyone’. And it’s our extra value meals that truly bring this to life. No matter who you are -boss, intern, cop, robber… it makes complete financial and emotional sense to come to McDonald’s to add that smile to your everyday.”
McSaver Meals offer a wide range of choices, ensuring there’s something for everyone’s taste. Customers can enjoy regular meals of McVeggie, McChicken, McAloo Tikki, and Chicken Kebab Burgers, all bundled together at an affordable price. This presents a wonderful opportunity for individuals and families to relish the delightful flavours of McDonald’s without straining their budgets.
The introduction of McSaver Meals is yet another significant step in positioning McDonald’s as the ultimate meal destination. The brand aims to not only make McDonald’s accessible to all but also cultivate a sense of aspiration, allowing everyone to indulge in the classic McDonald’s dine-in experience.
Films links:
Sweater McVeggie – https://youtu.be/1B6hhus99UQ
Sweater McChicken – https://youtu.be/n46g4RXDMeE
Rukna toh banta hai – https://youtu.be/2z9xCks3xt4
Film credits:
Chief Creative Officer: Rahul Mathew
Group Creative Director: West – Harshada Menon, Siddhesh Khatavkar
Creative: Sneha Krishnamurthy, Jyotsna Mohanty, Darshika Kapadia, Megha Unadkat, Manika Pangtey, Shravanthi Kanthan, Thevar Subbiah, Shivani Sachdeva, Karthik Pamula
Agency Producer: Jay Gaikwad
Strategy: Mehak Jaini, Aditi Hariharan, Vidisha Jain
Business: Delon Mascarenhas, Sonia Kumar, Barkha Bisht, Avinash Janardhanan
Production house: Method Production
Director: Sapna Singh
Producer: Ravneet Mahajan
About Westlife:
Westlife Foodworld Limited (BSE: 505533) (WFL), formerly known as Westlife Development Ltd (WDL), focuses on setting up and operating Quick Service Restaurants (QSR) in India through its subsidiary Hardcastle Restaurants Pvt. Ltd. (HRPL). The Company operates a chain of McDonald’s restaurants in West and South India having a master franchisee relationship with McDonald’s Corporation USA, through the latter’s subsidiary.
About Hardcastle Restaurants:
HRPL is a McDonald’s franchisee with rights to own and operate McDonald’s restaurants in India’s West and South markets. HRPL has been a franchisee in the region since its inception in 1996. HRPL serves over 200 million customers, annually, at its 380 (as of December 31, 2023) McDonald’s restaurants across 62 cities in the states of Telangana, Gujarat, Karnataka, Maharashtra, Tamil Nadu, Kerala, Chhattisgarh, Andhra Pradesh, Goa along with parts of Madhya Pradesh and Union Territory of Puducherry and provides direct employment to over 10,000 employees. McDonald’s operates through various formats and brand extensions including standalone restaurants, drive- thrus, McCafe, 24×7, McDelivery, McBreakfast and dessert kiosks. The menu features Burgers, Wraps, Hot and Cold Beverages besides a wide range of desserts. Majority of the McDonald’s restaurants feature an in-house McCafé. The pillars of the McDonald’s system – Quality, Service, Cleanliness and Value – are evident at each of the restaurants that HRPL operates.
