‘The Ranveer Singh Meal’ is McDonald’s cultural marketing play in full colour

Since the ‘Circus Wagon Happy Meal’ in 1979, McDonald’s has come up with countless themes for their meals; endorsing movies, celebrities, sportspersons, and also notably musical artists. The recent launch of ‘The Ranveer Singh Meal’ brings a sort of quirkiness to the theme. With Ranveer Singh’s unique unapologetic persona, this limited-edition meal brings with it an air of freshness.

The promotional advertisement features Singh in one of his signature quirky outfits, greeting fans and staff with a boisterous roar. Fast cuts and lively music drive the ad forward, highlighting his playful banter as he’s served—quite literally—as the meal itself. He remains the centre of attention in every scene, whether it’s at a drive-thru or third-wheeling a date in the hills. He’s neither part of the family in the car, nor involved in the couple’s outing—yet he’s ever-present. The advert ends with the line, “Yeh Ranveer Singh Meal nahi, yeh meal hi Ranveer Singh hai,” which perfectly encapsulates the entire point of the campaign.

Conceptualised by the DDB Mudra Group, the ad shows Singh being served in every scene—bringing not just the meal, but his entire persona to the table. Rahul Mathew, Chief Creative Officer at DDB Mudra Group, explains: “As a brand, McDonald’s believes that we’re for everyone – be it Gen Z, Gen X, Boomers, families, college-goers, first-jobbers. And we have always looked for celebrities who are just as inclusive in their appeal. Today we have Ranveer Singh and earlier it was Kartik Aaryan. We let them bring their own unique style to the campaign because even the Meal itself is a reflection of their own unique choices.”

“The global platform of Famous Orders is built on a very simple insight or fan truth, as we call it,” Mathew added. “Everyone, no matter who they are, has a favourite order at McDonald’s. And while it is a global platform, this fan truth holds as true for India as well. When you add a celeb to this fan truth, they don’t become just an endorser, they become a fandorser. And as a consumer, you get to be a part of the celeb’s fan moment.”

McDonald’s has been rolling out celebrity-themed meals since basketball legend Michael Jordan’s McJordan Meal in 1992. Available only at select outlets across Chicago, the limited-edition meal sparked a surge of fans flocking to local franchises. Its exclusivity played a key role in the campaign’s success, with people from other parts of Illinois—and even beyond—eager to get a taste, fuelling buzz and brand envy across state lines.

Rajeev Ranjan, the Managing Director at McDonald’s India (North & East), says, “By collaborating with celebrities, we bring their unique personalities into the McDonald’s experience. The Ranveer Singh Meal is not a menu option, it’s a cultural conversation starter that brings together fandom and food. While sales boost and targeting certain groups such as Gen Z and Millennials are crucial, the bigger picture is to create deeper, long-term brand relationships through storytelling, nostalgia, and shareable moments. It’s more about getting included in culture than selling a meal.”

Collaborations like these are also beneficial for the celebrity involved as well. Ranjan adds that, “These partnerships provide celebrities with an opportunity to take their individual brand association into the day-to-day culture, enabling engagement with people in an accessible, concrete manner. In our view, the Ranveer Singh collaboration reiterates his joyful, inclusive, and energetic personality, allowing fans to see more of who he truly is through a brand that is globally loved. These associations let celebrities share in the brand love that resonates with millions. Celebrities move beyond being just stars and become part of everyday experiences that bring people together, while the brand is able to connect with audiences through the relatability of their favorite icons. This deepens the connection with fans and makes the bond with the brand even stronger and more memorable. In essence, such collaborations are mutually beneficial.”

Citing all the successful campaigns that preceded The Ranveer Singh Meal, Ranjan added, “Whether it’s the Travis Scott Meal, the BTS collaboration, or now the Ranveer Singh partnership in India, the core strategy is rooted in fandom-driven, culturally contextual brand integration. We tap into what we call ‘fan truths’ – those personal, emotional stories behind every McDonald’s visit, from midnight cravings and post-game meals to birthday celebrations. These are more than just insights; they are the heartbeat of our brand. That said, localisation is key for us. In India, our approach comes with regional flavours, cross-generational relevance, and cultural storytelling. While the energy and authenticity of the Ranveer Singh partnership mirrors global best practices, the execution is deeply tailored to the tastes and preferences of North and East Indian consumers.”

The meal includes a McVeggie or McChicken Xplode Burger, Golden Crispy Pops, and a Bobaaa Blast—three bold items that match the high-energy persona of Ranveer Singh. The vibrant colours of the Bobaaa Blast echo the flamboyant fashion choices he’s known for, making the drink as much a visual treat as a flavourful one. Even the packaging gets the Singh treatment, with limited-edition boxes featuring the actor’s image—available exclusively at participating outlets.

“So, whether you are grabbing lunch with friends, satisfying a weekend craving, or simply looking for something exciting, McDonald’s is always about YOU, but now with a Ranveer Singh twist,” Ranjan encapsulated the idea.

The Ranveer Singh Meal is now available across all the McDonald’s restaurants in the North and East region with a starting price of Rs 249 for the vegetarian choice and Rs 269 for the non-vegetarian one. The items in the meal are also individually available for purchase. Variants of the meal are also available on food delivery platforms like Zomato and Swiggy and McDonald’s official mobile app.