The new Happy Price Menu campaign is said to be be based on the insight that while people, especially youngsters are always short of money, there's always a way to make the most of it. Nitesh Tiwari, executive creative director, Leo Burnett India, said, "They believe happiness really doesn't cost that much. It's not about how much money you have that makes you happy, it is about how happily you make the most of it."
WATCH the TVCs (story continues below)
While in the first TVC, a little boy manages to please his equally little "girlfriend" who only wants a McAloo Tikki burger, in the second, a young boy is able to afford to treat his friend and her younger sister, thanks to the affordable menu.
Rameet Arora, senior director, McDonald's India (South & West), said, "As one of the world's most loved brands, and India's most loved quick service restaurant, McDonald's has always been that place for Indians - food you love, at prices you love, at a place you and your friends love. The question was, how to up the ante and drive Happy Price Menu's unique value proposition of 'still only Rs 20' to a greater portion of today's street food loving, canteen hanging youngsters in a way that not only pushes sales but also makes them love McDonald's even more."
KV Sridhar (or 'Pops'), national creative director, Leo Burnett, added, "Leo Burnett used stories of young protagonists faced with the supposedly tricky prospect of a treating someone else with or no money in their wallets, and how McDonald's allowed them to do so and helped them put the smiles back on the faces of their friends or loved ones."
Credits:
Creative agency - Leo Burnett
National creative director - KV Sridhar 'Pops'
Executive creative director - Nitesh Tiwari
Creative director - Amod Dani
Film art direction - Ashwiny Iyer Tiwari
Production house - Opticus Inc
Director – Nitesh Tiwari
Client servicing - Samarjit Choudhry, Nitin Sharma, Nikhil Mohan, Zahid Khan
Films - Manoj Pillai
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