From the “What your bahana is?” communication, McDonald’s has moved to a price strategy campaign. The fast food major has decided to say that McDonald’s doesn’t hit your pockets too hard; in fact, it makes products available at prices of yesteryear. The campaign seems to have generated interest but is its cash counter seeing a difference?
Most ads dealing with price points are predictable and follow quite a similar format of aggressively focussing on the price. But McDonald’s ad agency Leo Burnett sought a different way of communicating cheaper rates by using the ‘Hamare Zamane ke Daam’ tag line and yesteryear characters.
According to Amit Jatia, Joint Venture Partner & Managing Director, McDonald’s Western India, the campaign has worked. He said, “Even as we can’t give the exact sales figures due to company policy, sales have increased by 10 per cent. This shows that McDonald’s is a great brand experience along with being affordable.”
Srikanth Sarathy, Client Services Director, Leo Burnett, reiterated, “The campaign has done very well in generating awareness and building business for McDonald’s.”
Jatia further said that McDonald’s had worked on an affordable price menu that’s branded as the “Happy Price Menu”. So the main objective behind “What your bahana is?” campaign was to communicate the affordable price point of Rs 20.
Dwelling on the reason behind using the phrase ‘Hamare Zamane’, Sarathy informed, “Indians are wary of the prices always. Moreover, the older folk make it a point to comment that in our days the products used to be damn cheap. So it was so natural to use the phrase – hamare zamane ke daam. For conveying the message, none could have fitted in better than evergreen Bollywood stars of yesteryears that find so much acceptance.”
The stars in the campaign belong to a time when things were valued. So the selection of the stars has been relevant. Moreover, to add the twist, they are shown walking into today’s colourful McDonald’s outlet demanding products available at prices of their times. The blend of black and white and colour is used to connect generations effectively. Thought Sarathy does clarify that despite the use of the older generation, the ad is targeted at today’s generation.
Jatia divulged that the series showcases Dev Anand, Dilip Kumar, Raj Kapoor etc., and the campaign will continue as per the marketing plan. The casting of the look-alikes was effectively managed by Coke Red films, who made the films. The fast food chain leader has big plans and is all set to add another 18-22 restaurants across the country in 2005.
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