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.
Read more stories on McDonald’s
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.”
Read more news about DDB Mudra
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.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
