(19 April 2006 6:00 pm)

MUMBAI: Fast food major McDonald’s in India has unveiled its new television commercial, around McDonald’s McChicken and McVeggie.

The affordability strategy was executed through a fresh creative rendition 20 Rupaiye mein Full Dhamaal! early this year. To take the brand to the next level, McDonald’s is launching McDonald's Ka Fresh & Crispy McVeggie Burger!! Khaya toh Phassa campaign. This campaign is focused to build a branded preference for the McVeggie Burger.

McDonald’s (North India) MD Vikram Bakshi said, "Our new commercial Khaya toh Phassa highlights McDonald’s focus on its core value products. With the new ad, we are further reinforcing the core proposition of McDonald’s – ‘I am Loving It’ and accentuating McDonald’s proposition of quality products. And the same has been brought out very clearly in the new ‘Khaya toh Phassa’ ads”

The campaign is being promoted with a 360 marketing strategy. The outdoors will include a mix of hoardings, gantry signage, mobile display vans and signage's at and around Delhi's MRC stations.