Though launched a bit late in the day in India, McDonald’s is leaving no stone unturned to promote the launch of its iconic product, Chicken McNuggets, in the country. McNuggets is already available in more than 100 countries. The launch of Chicken McNuggets in India is expected to further strengthen McDonald’s leadership position in the country.
A new TVC conceptualised by Leo Burnett has hit the airwaves that highlights a new style of eating chicken. Commenting on the TVC, K Sridhar, NCD, Leo Burnett, said, “The TVC is a montage of a protagonist enacting a new style of eating chicken (that is, the new Chicken McNuggets).”
Commenting on the brief given to Leo Burnett, Sanjeev Katyal, Director Marketing, McDonald’s North & East India, said, “McNuggets is our iconic brand and it is being launched in the country for the first time. This product is positioned as a ‘fun finger food’ and is highly popular.”
Sridhar further said, “The conceptualisation of the TVC was done keeping in mind that Chicken McNuggets are an iconic product in the McDonald’s menu worldwide. When launching it in India, we had the double task of maintaining its worldwide status of being irresistible and creating the buzz about a world famous product. With this background, it made sense to completely overturn the category and position of Chicken McNuggets as ‘Chicken Khane Ka Naya Stylum’. The commercial has a very hummable tune, which aims to create a new lingo that will appeal to all.”
The TVC shows the main protagonist bumping into a girl and dreams of eating the McNugget with her while singing a filmy style ‘duet-um.’ Suddenly, he is brought back to reality. Finding himself standing alone with the McNuggets, he shrugs his shoulders and decides to eat them ‘alone-um.’ He now finds himself at a party with various girls and on finding six McNuggets in his pack, decides to give them a ‘treat-um.’ Finally, he is cheated out of his last nugget by an old woman. He is taken aback at this ‘cheat-um’. At this stage, the new Chicken McNuggets are introduced along with the two yummy dips of barbecue and mustard. It ends with the protagonist bumping into another girl with his McNuggets. This time he admits and says “I’m loving it-um’.
A 360 degree approach has been taken to the advertising. The ‘Chicken Khane Ka Naya Stylum’ campaign will be taken across touch points on ground and in various media, including break bumpers.
The main people behind the ad are KV Sridhar, NCD, Leo Burnett; Vikram Pandey, Amod Dani and Tushar Kadam.