McDonald’s India collabs with Sanjeev Kapoor to serve nutrition with ‘Protein Plus Slice’

McDonald’s India’s (West & South) latest brand film cleverly blends nutritional innovation with playful storytelling, featuring Chef Sanjeev Kapoor. Created by the DDB Mudra Group, the ad marks another reunion of the culinary icon with the QSR giant, this time to spotlight the launch of the brand’s new Protein Plus Slice, a 100% vegetarian, plant-based innovation co-developed with Central Food Technological Research Institute (CFTRI).

This marks the second strategic collaboration between the two, McDonald’s India and CFTRI, following the earlier success of the Multi-Millet Buns. That campaign had also featured Kapoor.

Set inside a McDonald’s outlet, the ad features Kapoor stationed behind the counter interacting with two brothers: one a fitness enthusiast and the other a cheeky young lad. When the elder sibling orders his usual meal, Kapoor seizes the moment to introduce the Protein Plus Slice, noting its 5g protein per slice benefit. What follows is a light-hearted duel between the brothers, each trying to one-up the other in protein stacking, culminating in a cheerful “That’s My McDonald’s” from Kapoor himself.

What works wonderfully here is the ad’s ability to simplify the idea of nutritional customisation while making it fun. The script is brisk, humorous, and delivers its core message without veering into preachy territory. Kapoor, with his trademark warmth and credibility, brings both familiarity and authority to the idea of health-focused fast food.

DDB Mudra Group’s conceptualisation of the ad is a major success factor for this campaign. Rahul Mathew, Chief Creative Officer and Executive Director at DDB Mudra Group India, says, “McDonald’s is for everyone. It’s a belief that the brand is built on. And it’s this belief that we’ve extended to extra-protein seekers with the new Protein Plus Slices. So, whether you’re just making up for your nutritional needs or following a workout regimen, McDonald’s is for you as well.”

Highlighting his journey of collaborations with McDonald’s, Chef Sanjeev Kapoor, shared, “It feels great to continue my association with a brand like McDonald’s that constantly innovates its menu, suiting the tastes and preferences of varied customers. Their entry into the protein enhancement initiative is commendable, and I appreciate the fact that their Protein Plus range strikes a perfect balance between taste and nutrition. I believe this range is a true innovation in personalised nutrition.”

Akshay Jatia, Chief Executive Officer at Westlife Foodworld, says, “At McDonald’s India, we have always believed in giving our customers more choice, and this time, we are giving them the power to personalise their protein intake. The Protein Plus Range allows them to enjoy their favourite McDonald’s burgers without compromising on their protein needs or the taste. It also reflects our ongoing commitment to our ‘Real Food, Real Good’ philosophy, bringing together flavour, nutrition, and food science.”

Visually, the film turns towards bright, energetic tones, echoing the freshness of the product it promotes. And while the protein content customisation is the nutritional hook, the real genius lies in how the ad reframes McDonald’s as a destination not just for indulgence, but also for smart, customizable choices. It’s a commendable evolution for the brand, striking a balance between science and satisfaction while preserving the joy of eating at McDonald’s.

Customers can now savour their favourite burgers in a new nutritional avatar with extra protein at their nearest McDonald's restaurants in West and South India, on-the-go via Drive-Thru and also can order through the McDelivery App, Swiggy, and Zomato.