MAM
McDonald’s India new spots focus on takeout, on-the-go & contactles delivery
MUMBAI: McDonald’s India west and south has launched its new campaign that celebrates the brand’s unwavering commitment to serving safe, hygienic and delicious food to its customers in a changing world. The campaign also highlights the brand’s convenience channels –including contactless delivery, take out and on-the-go that enable customers to savor their favorite McDonald’s food whenever, wherever, and however they like it as well as its heightened safety and hygiene processes across the same.
The brand has launched three heart-warming and impactful TVCs that highlight brand trust and convenience. Conceptualized by DDB Mudra, the TVCs show how despite families not being able to come together like before, on account of the new social distancing norms and the increased sanitization requirements, the joy of enjoying a McDonald’s meal has remained the same. They also focus on the new convenience channels launched by the brand to ensure that customers continue to get their favourite food in the safest and convenient way. These TVCs are further customized for different markets across West and South India and will be deployed across a strategic mix of TV and digital in key McDonald’s markets.
The first TVC shows a granddaughter and grandfather enjoying a burger over a video call, a husband playfully waking up his doctor wife who has fallen asleep in the car after a busy day, with a piping hot cup of McCafé coffee and friends using a creative way to share everyone’s favourite McDonald’s French fries in a basket passed from a floor above. These slice of life stories instantly connect with viewers.
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The other two TVCs showcase the convenience and safety of the brand’s contactless delivery and take-out channels, which enable customers to experience and share the joy of having delicious McDonald’s food with great convenience and without any worries. The delivery TVC shows a young boy collecting his order through the brand’s contactless delivery service and gifting a meal to his society’s watchman before heading back home. The take-out TVC shows a guy, in the middle of an official video call, collecting his lunch from the McDonald’s take-out window.
Speaking on the launch of this new campaign, McDonald’s India West and South director – marketing & communications Arvind RP says, “The ongoing pandemic has brought about significant changes to our lives. At the same time, it has helped us find new ways to connect, communicate and celebrate little joys of life with our families, friends and with those around us. We at McDonald’s have been committed to making these moments special for our customers by ensuring that they can share their joys over our food, without any worries. We have not only heightened our world-class safety and hygiene protocols but also launched new ways for customers to access their favourites, in the most convenient and safe way possible. With this campaign, we want to assure our customers that while the world has changed, our commitment to serving them in the best way possible hasn’t.”
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DDB Mudra West creative head Shagun Seda adds, “Midnight snack bingers. Fri-daters. Work lunchers. Coffee cravers. We’ve all missed our comfort food. With this campaign being the brand’s first since lockdown, we wanted to assure everyone that, while a lot has changed around us impacting how we get together, share, and bond over our favourites, what hasn’t changed is the taste, safety and memorable moments associated with McDonald’s.”
To ensure highest standards of safety and hygiene across all channels, McDonald’s had launched its ‘Golden Guarantee’ platform which ensures a stringent 42- pointer checklist and contactless operations across its dine-in, delivery and take-out services. Being a leader of innovations in the QSR industry, they have also recently introduced a new On-the-Go feature on their McDelivery app to give customers added convenience of collecting their McDonald’s order without stepping out of their vehicle. With this, they have converted all their restaurants into drive-thru outlets to offer maximum safety and convenience effectively to their customers.
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
