McDonald’s India (West and South) Unveils Campaign With Rashmika M

McDonald’s India (West and South) has launched a campaign with famous film celebrity Rashmika Mandanna to celebrate the delicacy of McSpicy Fried Chicken. The brand’s restaurants in West and South India are owned and managed by Westlife Development, through its wholly-owned subsidiary, Hardcastle Restaurants Pvt. Ltd.

The brand has stepped into the fried chicken category with the launch of McSpicy Fried Chicken– an offering curated especially to spoil the palates of our chicken loving customers. McSpicy Fried Chicken is prepared with the best quality chicken and is marinated using the spiciest chillies – Ghost Pepper Chillies, making it spicy till the bone. This is yet another flavourful and delectable addition to the company’s diverse chicken offerings that comprises McSpicy Burgers, McChicken Nuggets and a range of chicken burgers.

As a part of the most recent campaign, the brand has unveiled two unique, light-hearted TVCs featuring Mandanna, who can be seen enjoying the all-new McSpicy Fried Chicken with friends and family. The ad films typifies that how even thinking of having anything other than McSpicy Fried Chicken is just an unreasonable idea and that no matter how much of it you have, you can never get enough.

Mandanna was recently roped in as brand ambassador to further bolster the connections with millennials in 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 too. The initiative has been conceptualized by DDB Mudra.

Through this new drive, the brand targets to establish a robust footprint in the Indian fried chicken market. The new integrated campaign will have a multi-pronged approach with media mix of TV, digital and social platforms along with firm in-store visibility, on-ground and OOH activations.

Talking about the launch of this new 360-degree campaign, Arvind RP, director – marketing & communications at McDonald’s India (West and South) states- “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. This product is carefully marinated with ghost chilly pepper and fried to perfection to ensure it tastes just the way consumers love it. Our aim is that with this great product and Rashmika’s strong appeal, we will grow our market share rapidly in these markets.”