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Happiness doesnt come with a price tag, says McDonalds | Best Media Info, News and Analysis on Indian Advertising, Marketing and Media Industry.
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Happiness doesnt come with a price tag, says McDonalds

Leo Burnett creates new McDonalds campaign comprising 3 TVCs with five more in the pipeline. A marketing budget of Rs 30-40 crore has been allocated Neha Saraiya | New Delhi | January 16, 2011 After launching McFlurry in October last year, fast food chain McDonalds has continued with its positioning of affordability through its Happy Price Menu. And, much like the earlier campaigns, the new TVCs of McDonalds are not only tongue-in-cheek but also simultaneously touch on the emotions of respect, love and fear. The three new commercials titled Dubey ji, Injection and Arranged marriage have been conceptualised by Leo Burnett India, the agency on record for the brand. It has been built on the insight of innocent stories of life wherein everybody, no matter how rich or poor, young or old, can enjoy the small happy moments of life provided by McDonalds. Speaking about the new campaign, Rameet Arora, Senior Director Marketing, McDonalds India (West & South), said, Happy Price Menu gives access to millions of people to a great and tasty experience. Whether it is college students or office-goers, McDonalds has become a very happy part of their lives. These TVCs encapsulate the spirit of the brand. Also, we dont see Happy Price Menu as a price offering we see it as a brand offering. The plot of first TVC, Dubey ji, revolves around a bus driver being tricked by a bunch of kids, who harmlessly give him wrong directions. The second scene unfolds with the bus driver in front of a McDonalds outlet and the kids singing Happy Birthday to him. The film ends showing the bus driver happily celebrating his birthday and treating kids with a McDonalds burger. The second commercial, Injection, illustrates a role-reversal wherein a kid convinces his father to take an injection. He tempts his father be promising to treat him for a burger at McDonalds if he agrees for the syringe. The final TVC, Arranged Marriage, shows a newly married couple trying to infuse love in their arranged marriage by spending good times at McDonalds. All the commercials were shot in Mumbai in two days. The first TVC is the longest in duration and has two edits on air 40 seconds and 30 seconds while the other two are of 15 seconds each. McDonalds Happy Price Menu is all about affordability. Even a bus driver with a bus full of children can afford it. So, the TVCs are about such stories which do not affect anybodys pockets. We try to do such authentic and true stories keeping in mind the affordability factor, said KV Sridhar aka Pops, National Creative Director, Leo Burnett India. Interestingly, the previous Happy Price Menu TVC of McDonalds last February also banked on the same idea of innocent humour. It showed two small kids sitting on a bench, when the girl brings up the topic of them being a couple. To which the boy naively replies that
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Happiness doesnt come with a price tag, says McDonalds | Best Media Info, News and Analysis on Indian Advertising, Marketing and Media Industry.
girlfriends have too many demands and thus he cant fulfil them! The girl cutely throws back saying that all she requires is a burger and hence she is different from other nagging girlfriends. And the boy immediately agrees! The company has estimated a marketing budget of Rs 30-40 crores to be spent within the year. Apart from the on-air campaign, McDonalds is also promoting the campaign on digital, radio and outdoor medium as well. Additionally, there will be five more TVCs from the brand that will be rolled out in due course. Credits: Agency: Leo Burnett India Production house: Chrome Pictures Director: Hemant Bhandari Producer: Swanand Marathe Creative: Nitesh Tiwari & Spiky Cinematographer: Laxman Utekar Art Director: Prasun Basu & Gauri Tiwari Music: Ketan Sodha Neha@BestMediaInfo.com
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