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<ul><li>After brands like Urban Company, Zomato, Swiggy, Dunzo, MakeMyTrip, tweaked their logos to integrate face masks, McDonald has joined the bandwagon. </li><li>In its latest outdoor activity, McDonald has made its mascot <keyword id="274881" type="PERSON" weightage="20" keywordseo="Ronald-McDonald">Ronald McDonald</keyword> wear a mask.</li></ul>Amidst the ongoing health crisis, McDonald’s lovable mascot Ronald McDonald is urging you to keep safe. His message is simple - follow social distancing and wear a mask to keep yourself and everyone around you safe.<br />In an innovative activation by brand McDonald’s, the iconic Ronald McDonald statues will now be seen sporting masks across all outlets to encourage more and more people to adopt safe practices to prevent spread of the pandemic.<br /><br />Arvind RP, Director – Marketing and Communications, McDonald’s India (West and South) said, “Ronald is an icon that people and especially children love. We hope that Ronald wearing a mask will make a strong statement and encourage more and more people to follow these very important safety measures.”<br /><br />    <div type="image" title="Ronald dons a mask" msid="76507210" hostid="261"></div><br />The leading QSR brand has also stepped up its already world-class hygiene and safety practices in the restaurants across dine-in, delivery and takeout to keep everyone visiting them or ordering from them, safe.<br /><br />McDonald’s restaurants in West and South India are operated by Westlife Development Ltd. (WDL), through its wholly owned subsidiary <keyword id="9443173" type="COMPANY" weightage="20" keywordseo="hardcastle-restaurants-pvt-">Hardcastle Restaurants Pvt.</keyword> Ltd. (HRPL).<br />

McDonald’s mascot is now sporting a mask across its outlets

How to win over a challenging market as India: Inside McDonald’s success story

<ul><li>As Westlife Development Ltd's <keyword id="126895" type="General" weightage="100" keywordseo="mcdonald" source="Orion">McDonald</keyword> celebrates its 25th anniversary in India this year, we speak to <keyword id="7251099" type="General" weightage="20" keywordseo="Arvind-RP" source="Orion">Arvind RP</keyword>, Director - Marketing and Communications, <keyword id="602278" type="General" weightage="20" keywordseo="McDonalds-india" source="Orion">McDonald’s India</keyword> (West and South) about the brand's marketing milestones.</li><li>We discuss several phases of transformation that the brand has gone through over the years to become India’s one of the most trusted brands.</li></ul>McDonald’s, for 25 years, has remained synonymous with burgers in India. The golden arches entered the country in 1996 and was an undisputed leader in burgers until 2014, that’s when its rival Burger King set up its first store in Delhi. However, by then, McDonald’s had captured the lion’s share of the market. Surviving through many neck-to-neck burger rivalries, economic crises and pandemic, McDonald’s stands strong today. <br /><br />When the American fast-food giant first thought of entering the Indian market, it had to face a huge challenge. Across the world, Big Mac beefburger was McDonald’s signature product and India was known as a vegetarian market back then. So, the starting point for McDonald's India was to position itself as Indian, represent family values and culture and position itself as comfortable and easy while retaining its global values. McDonald’s gracefully Indianised its global menu and Indians couldn’t get enough of its burgers, which is a quintessential American fast food.<br />            <div type="Video" msid="87852925" hostid="261" title="How to win over a challenging market as India: Inside McDonald’s success story" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=87852925"></div><br />Sharing how the company laid its foundation into the country, Arvind RP, Director - Marketing and Communications, McDonald’s India (West and South) said, “McDonald's is a very interesting case study. It has gone through several phases in its 25 years in India. Phase one was all about building the foundation through localisation or as we call it, the democratization of the burger. We introduced the McAloo Tikki and many such locally relevant burgers for the Indian market. We also introduced many new practices to win over consumer trust such as using separate veg kitchen and non veg kitchen.”<br /><br />After introducing its famous McAloo Tikki and the Chicken Maharaja Mac, McDonald’s next step was to win consumer trust and it went all out with its marketing activities to woo them. Another way to win over Indians was by offering low prices and beat street food, so it introduced its Happy Price menu starting from Rs 20 back then. McDonald’s made it a point to highlight its ‘value for money’ range in its marketing campaign and that’s when its iconic tagline ‘I’m lovin’ it’ was born too.<br />      <div type="Youtube" id="ErnTTK7zOeU" title="Very funny Indian ad for Mcdonalds-Doctor" thumbUrl="https://i.ytimg.com/vi/ErnTTK7zOeU/mqdefault.jpg"></div><br />“It was time to create a strong brand-connect with consumers for a brand that was unknown in India before that. So, we launched several campaigns, the one campaign that comes to mind is ‘McDonald's mein hai kuch baat’. Those were the early days of laying the foundation for the brand in India. The second phase was more about making it affordable for the masses. McDonald's is a democratic and a mass brand and we also felt that at some point in time, it was important to lay a broader appeal. And that's when we can came up with many campaigns around happy price combos. One such campaign was <a href="https://www.behance.net/gallery/2039247/McDonalds-Happy-Price-Menu">Aapke zamane mein, baap ke zamane ka daam</a> (prices from your father's era, in your era). It was a really stellar campaign with a broad-based appeal.”<br />      <div type="Youtube" id="gk5ZiuFhwxI" title="McDonalds India Ad-1997" thumbUrl="https://i.ytimg.com/vi/gk5ZiuFhwxI/mqdefault.jpg"></div><br />After localising the menu and introducing affordable offers, McDonald’s started focusing on establishing itself as a FoodTech platform. As per Arvind, it was one of the first companies in India to offer home delivery services. “Our early campaigns focused on making the brand more affordable and then it was accelerating to kind of a food tech image. We scaled up on McDelivery. We also launched McCafe around that time, which added a whole new dimension and a whole new vision,” said Arvind.<br />      <div type="Youtube" id="HKXeMCL5b2Q" title="McDonald's McDelivery | McDelivery Online | McDonald's India" thumbUrl="https://i.ytimg.com/vi/HKXeMCL5b2Q/mqdefault.jpg"></div><br />Cut to the pandemic which brought with it a time when all marketing playbooks felt redundant. Even India’s oldest brands were struggling to survive during the initial phases of the lockdown. As the government eased lockdown, the QSR industry left no stone unturned in doubling down on their ‘doorstep and contactless delivery’ proposition. <br /><br />McDonald’s also revamped its marketing strategy; from focusing on creating happy memories, affordability and home-delivery before the pandemic, it started assuring its consumers about its safety practices and focused on empathy after the pandemic. <br /><br />Arvind said, “In the post-pandemic phase, the brand has gone to the next level, we have really amped up on our omni-channel convenience. Delivery is a very important lever for the business today. Over the last two years, we went to the consumer with our golden guarantee campaign. And that went a long way in reassuring consumers in the context of the pandemic, telling them food is safe to eat and also talking about stringent quality standards and safety standards the brand has always had, which elevated during the pandemic. Also, in the post pandemic era, it's important for brands to be empathetic, not to be tone deaf to what's going out there, and tweak their marketing messaging, marketing mix, to kind of be more relevant to today's context.”<br />      <div type="Youtube" id="5Qzw-yqjkxw" title="Safety and Hygiene | McDonald's Golden Guarantee | McDonald's" thumbUrl="https://i.ytimg.com/vi/5Qzw-yqjkxw/mqdefault.jpg"></div><br />Today, home delivery contributes around 40-45% to McDonald’s business and its drive-through services were first to recover post-lockdown. So, the brand started positioning itself as a convenient omni-channel service.<br /><br />Sharing how convenience has taken the center stage today in its communication, Arvind said, “We were the first QSR brand to launch McDelivery in India, and we have been consistently at it to kind of grow it. Pre-pandemic, about 20-25% of the business was delivery and now 40-45% of the business comes from delivery. In fact, our overall convenience channels, which is our delivery, our drive through, our on the go is upwards of 50-60%. So in essence, McDonald's has kind of transformed itself over the years into an omni channel, convenient brand and that's quite important for consumers of today.”<br /><br />To celebrate these milestones and commemorate its 25 years of existence in our country, McDonald’s has launched a new campaign called ‘25ActsofHappy,’ a gourmet range of burgers and healthy beverages. <br />      <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />Explaining the thought behind its 25th anniversary campaign, Arvind said, “All kinds of consumers have had wonderful memories of the brand built over the last many years. And our 25 years is all about those happy memories. What we are saying is, we will do 25 acts of happiness over the next one year. And the first such Act has happened, which is all about building memories at McDonald's and bringing them alive. The next such act will happen later in November. So through these 25 acts over the next one year, we want to celebrate the brand and the fandom that McDonald's has among the consumer.”<br /><br /><strong>Capturing newly-entered territories</strong> <br /><br />If Arvind is to be believed, Mcdonald’s is just getting started! In its next phase of growth, the QSR giant aims to expand its presence further into the country and capture the coffee and fried chicken market. <br /><br />According to Edelweiss Securities report, India’s quick-service restaurant (QSR) market is expected to clock a compound annual growth rate of 23% between 2021 to fiscal year 2025. As per Technopak, India’s food services market was estimated at ₹4,236 billion in FY20.<br /><br />“We plan to open about 25-30 stores every year and are broadly open to emerging retail opportunities. Apart from metros like Mumbai and Bengaluru, even the smaller towns are doing very well. As an example, our drive throughs in some of the smaller towns were the first to recover post pandemic and they went up to over 50% of their original pre-pandemic sales. Our new products like McSpicy fried chicken are higher in demand in smaller towns, especially in the South,” said Arvind. <br /><br />Talking about the next phase of growth, Arvind added, “Future McDonald's would be something that plays across multiple dimensions. The first dimension would be categories, where we build leadership in burger, chicken and coffee. The second dimension would be across different dayparts. We are uniquely positioned as a brand to play across breakfast, lunch, snack, dinner and post dinner. And we have got burgers and beverages that are relevant across these day parts and that's such an important differentiator for the brand.”<br /><br />With its glocal approach and affordable options, McDonald's has quietly made inroads into desi households in these last 25 years and has built a brand connect that is here to stay.<br />

<ul><li>The current packaging typically requires customers to use both their hands to enjoy the burgers, which makes it difficult for those with upper-limb disabilities. </li><li>Named EatQual, the new packaging will be available across all McDonald’s restaurants in West and South India starting mid-December.</li><li>The packaging is conceptualised and designed by <keyword id="259349" type="COMPANY" weightage="20" keywordseo="DDB-Mudra">DDB Mudra</keyword>. </li></ul>On the occasion of <keyword id="1473755" type="PERSON" weightage="100" keywordseo="International-Day-of-Persons-with-Disabilities">International Day of Persons with Disabilities</keyword>, McDonald’s India West and South, announced that it is launching a new packaging - EatQual, designed for its specially abled customers. <br /><br />The EatQual pack has been developed over months of collaboration with an NGO that has been working towards the betterment of the specially-abled community for over 50 years.<br /><br /><strong>Idea behind Eatqual<br /></strong><br />The new packaging innovation stems from the insight that the current packaging typically requires customers to use both their hands to truly enjoy the delicious McDonald’s burgers. This makes it difficult for those with upper-limb disabilities. EatQual will address this challenge and ensure that everyone can bite into their favourite burgers just as easily. <br /><div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="0" retweetcount="0" status="#WorldDisabilityDay | McDonald’s India West and South has launched new packaging designed for its specially-abled c… https://t.co/W2kt34HL6q" createdat="1606985598000" id="1334420432737300482"></div><br />Speaking about the upcoming launch of this packaging, Arvind RP, Director – Marketing &amp; Communications, McDonald’s India (West and South) said “It has always been our endeavor to make delicious feel-good moments easy for everyone. The launch of this EatQual packaging is a step to further our commitment towards inclusiveness and social responsibility. We hope that this packaging will make the McDonald’s experience easy and delightful for our specially-abled customers.”<br /><br />Rahul Matthew, National Creative Director, DDB Mudra Group, India said, “Equality and inclusivity isn’t always about the big things. It’s also about being able to do the little everyday things like everyone else can; eating your favourite McDonald’s burger, for instance. And that has been the guiding force behind the EatQual initiative. How can we make the McDonald’s experience just as enjoyable for all.”<br /><br />Commenting on this upcoming packaging launch by McDonald’s India West &amp; South, Dr Vaishali Kolhe, Associate Professor at Centre for Disability Studies and Action &amp; Tata Institute of Social Sciences, Mumbai, said “It is heartening to see an iconic brand like McDonald’s take initiatives to maintain inclusion at their restaurants. Food accessibility is the bare minimum necessity for every individual including the ones with upper arm movement disability. Innovations like these can make eating so much easier for them. Through initiatives like these, we are not doing these individuals a favor but making their experience of eating independent and enjoyable. I look forward to enjoying my favourite McDonald’s burger in the new EatQual pack.”<br /><br />Westlife Development has been trying to take definitive steps to promote inclusion across their restaurants. The company has made many of its restaurants accessible for specially-abled by installing ramps wherever possible and has made the restrooms wheelchair friendly. The launch of EatQual marks yet another step by the brand to foster inclusiveness.<br /><br />EatQual will be available across all McDonald’s restaurants in West and South India starting mid-December. <br />

On International Day of Persons with Disabilities, McDonald’s India announces the launch of new packaging designed for its specially-abled customers

<ul><li><keyword id="1165950" type="PERSON" weightage="20" keywordseo="Fevicol">Fevicol</keyword> yet again found a way to stick itself into our hearts and minds on <keyword id="6736220" type="UNKNOWN" weightage="20" keywordseo="Friendship-Day">Friendship Day</keyword>. </li><li>Its latest social media campaign was conceptualised and executed by <keyword id="3068126" type="PERSON" weightage="20" keywordseo="Schbang">Schbang</keyword>. </li></ul>Friendship Day has witnessed brands coming close together in the past. Yet, this Friendship Day, <keyword id="11773215" type="UNKNOWN" weightage="20" keywordseo="fevicol-schbang">Fevicol &amp; Schbang</keyword>, the creative &amp; technology company ensured that the adhesive brand literally got stuck to over a hundred plus brand pages.<br /><br />This digital activation on Instagram had Fevicol comment on more than 100+ brand posts. The brands then used the pinned comment feature to get Fevicol's comment stuck to their page. With over 100 brands participating, the leading adhesive company was able to stick to those brands using its patent <keyword id="11773214" type="UNKNOWN" weightage="20" keywordseo="mazbootjod">MazbootJod</keyword>. Keeping the internet a buzz, Fevicol witnessed tremendous engagement across social media platforms as many popular brands such as Zomato, Netflix, Dunzo, Paytm, McDonald’s, and OnePlus India participated in Fevicol's latest campaign.<br /><br />Here is what Arvind RP, Director - Marketing and Communications, McDonald’s India (West and South) had to say about this activity with Fevicol, “Occasions such as Friendship Day present great opportunities for like-minded brands to partner for consumer engagement. With this activation, we are giving a big shout out to our friends for being a part of our journey, creating “new bonds” and also hoping to make our customers say “I’m lovin’ it”!<br /><br />    <div type="image" title="McD (1)" msid="84970070" hostid="261"></div><br />While the activation lasted just a day, with its specially tailored witty and wholesome comments on various brand pages, Fevicol yet again found a way to stick itself into our hearts and minds. <br /><br />    <div type="image" title="Netflix (1)" msid="84970090" hostid="261"></div><br />    <div type="image" title="Zomato (1)" msid="84970097" hostid="261"></div><br />    <div type="image" title="Oneplus (1)" msid="84970102" hostid="261"></div><br />    <div type="image" title="Paytm (1)" msid="84970115" hostid="261"></div><br />GiridharSeetharam, Chief Business Officer, <keyword id="38797" type="COMPANY" weightage="20" keywordseo="pidilite">Pidilite</keyword> said, “Fevicol has over the years come to epitomize strong bonds. Friendship day provided us with an apt opportunity to bring alive this proposition; fantastic to see such a wide array of brands interact with Fevicol through this medium."<br /><br />HarshilKaria, Founder at Schbang, said, "Fevicol has always stood for its 'Mazboot Jod' proposition, but with this simple and highly clever activation, it showed everyone that the way it bonds with others is what makes the difference."

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McDonald’s mascot is now sporting a mask across its outlets

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How to win over a challenging market as India: Inside McDonald’s success story

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How to win over a challenging market as India: Inside McDonald’s success story

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On International Day of Persons with Disabilities, McDonald’s India announces the launch of new packaging designed for its specially-abled customers

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Fevicol bonds with 100+ brands on Friendship Day by becoming the stickiest comment on the internet

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