Food service retail major McDonald’s has earmarked Rs 3.2 crore for its recent happy meal experience campaign which hit media on May 1, Vikram Bakshi, MD and JV Partner, McDonald’s, North India, informed exchange4media.com. The campaign has been developed by Leo Burnett and at present is being presented in the form of a television brand film highlighting the emotional bonding between a mother and child. The products are being promoted using day-to-day real life character in place of a celebrity. Besides television, an extensive print campaign in national and regional media will also promote the product, informed Bakshi.
Further elaborating the marketing initiatives of the player, he said the 56 McDonald’s restaurants in north India have new offers for kids which include playpens, Sony playstations, toy machines, Ronald merchandise and Ronald footprints which would lead the kid to a special counter where they can order food for themselves.
Besides this, a tie-up with Nokia cellphones has also been worked out. This will target the kids visiting the restaurant. They can get themselves clicked on a Nokia cellphone wearing a ‘gladiator’ or ‘hello kitty’ outfit. This picture would be presented to the child in frame with his happy meal box, he said.
McDonald’s India has rolled out a new marketing initiative for its India customers called as “Branded Affordability”. This offers products at an attractive price point. These initiatives would further enhance the process of brand building, he said.