McDonald's India has increased its advertising budget by about six per cent this year, taking it up to Rs 20 crore from the Rs 14 crore it spent last year. The new campaign is specifically targeted at children between the age group of 6 to 12 years and is aimed at positioning Ronald McDonald-McDonald's popular icon-as the best friend of children and establish an emotional bond with them. Strategically, the company is trying to cash in on the success of Ronald workshops conducted by McDonald's in various schools and its stores to bring alive the character.
McDonald's claims to have conducted about 89 interactive Ronald workshops so far and plans to hold 140 such shows in the year 2001. Through these shows, children were shown the basics of road safety, fire safety and bus safety in an entertaining manner.
McDonald's India would be investing Rs 45 crore, this year to expand its chain by opening 15 new outlets in the country. The chain already operates 26 restaurants in the country. The new outlets will be opened in new cities as well as at various locations in cities where it is already present. The cities include Ahmedabad, Delhi, Noida, Gurgaon, Jaipur, Agra, Chandigarh and Ludhiana in north and Bangalore in south.