“How well do you know your friends and family,” asks McDonald’s in its new campaign for Maharaja Mac – The Social Burger
Watch McDonald’s consumers go through a familiarity test in the new campaign created by Leo Burnett
McDonald’s India launched the Maharaja Mac Burger, an equivalent of the iconic Big Mac across India early this year with an integrated campaign featuring unique catchphrase #ThodaTimeAur, which highlighted the burger’s great taste and big size, thus allowing McDonald’s customers to spend more time socialising and encouraging young adults to engage more deeply with the brand.
The campaign which featured six films supported by digital, outdoor and press, became hugely popular, establishing the Maharaja Mac as the Social Burger and creating a countrywide demand for it.
With the advent of mobile Internet, streaming content has become mainstream. In order to engage with the customers in the digital world, McDonald’s has launched a new film based on the #ThodaTimeAur proposition. The new film tells us that while we think we know our friends very well – that however may not be entirely true. A quick “Familiarity Test” tells us how well we know our friends.
Kedar Teny, Director – Marketing & Digital, McDonald’s India – West & South India, said, “The new digital campaign is a part of the overarching theme of sociability and our commitment to keep building on that platform. This is our 4th execution on the sociability platform and first in the long play digital content format. While we are optimising the campaign through various mediums, we aim to engage with our audience with this visually captivating video on social media.
To give our campaign an interesting twist we quizzed real consumers on their familiarity quotient with each other’s interests and captured their reactions on our hidden camera. The simple truth is that there are many times you don’t know the obvious likes and dislikes of the people you consider close to you. The message instantly answers the need to bond with friends and family over a gourmet social meal – Maharaja Mac – as the conversation starter. The iconic product seamlessly fits into that proposition of knowing each other over #ThodaTimeAur.”
Commenting on the creative thought, Rajdeepak Das, Chief Creative Officer, Leo Burnett India, said, “After the success of the Maharaja Mac launch campaign #ThodaTimeAur, we wanted to engage with young minds and move the conversation forward with an interesting real world insight. McDonald’s Familiarity Test is a simple experiment we did with real people asking them simple questions they ought to know the answers to. It is surprising to know that most of us get these answers wrong. The film captures the genuine reactions of McDonald’s customers and makes us want to deepen relationships with our loved ones.”
Credits
Client: McDonald’s India
Creative Agency: Leo Burnett India
Chief Creative Officer: RajDeepak Das
Executive Creative Directors: Prajato Guha Thakurta, Sachin Kamble
Business Head: Rakesh Hinduja
Creative team: Aalap Desai, Indrajeet Kadam, Amit Pandya, Pratik Khara, Manas Keer,
Gaurav Joshi, Saif Rizvi, Sambhav Khandelwal
Lead Planner, McDonald’s: Divya Agarwal
Brand Partner: Abhishek Jha
Brand Director: Sayantan Bhattacharya
Director: Sukriti Tyagi
Producer: Dyuti Geete