Campaign details
Agency: AvianWEBrand: McDonald's India
Background and Challenge
Since its inception in India in 1996, McDonald's has led the way for the QSR industry. Whether its menu innovation, in-store experience, variety, value or offering consumers what they want, McDonald's has constantly reinvented itself to stay relevant to Indian consumers. Despite all this, the brand is constantly categorised as 'junk' and 'unhealthy'.
The 23 years of learning made it evident that the brand and the business cannot possibly be approached as separate, because they will never be separate in the eyes of the customers. Everything they do...