Ad Campaigns
McDonald’s India solves Newton-level math but ‘It doesn’t add up
Mumbai: McDonald’s India (West & South), owned and operated by Westlife Foodworld, launches its innovative McSavers+ campaign, fundamentally challenging the conventional rules of value with the tagline, ‘It Doesn’t Add Up.’ This new proposition is designed to captivate customers with irresistible snack and beverage combos that defy traditional pricing norms.
The campaign leverages the intriguing math of 65+49=69 to showcase the exceptional value offered by McSavers+. Customers can now enjoy the new Chicken Surprise Burger priced at Rs 65 and a classic Coke Float at Rs 49, but instead of the expected total amount of Rs 114, they will only need to pay Rs 69. It’s a value proposition so enticing; it truly doesn’t add up in the best possible way.
McSavers+ offers a range of snack options including fan-favourites like the iconic McAloo Tikki, Pizza McPuff, McEgg Burger, Regular Fries, and the new Chicken Surprise. Customers can pair any of these delectable snacks with a refreshing Coca-Cola beverage for the unbeatable price of just Rs 69.
Additionally, the campaign is complemented by a quirky TVC. It opens with a scene at a McDonald’s counter where two GenZ kids are amazed by the math-defying offer: a Chicken Surprise (at Rs 65) plus a Coke Float (at Rs 49) costing only Rs 69. Their confusion is humorously likened to solving a complex math that even Newton would find challenging. The scene shifts to Isaac Newton sitting under a tree, being humorously struck by a Chicken Surprise Burger while enjoying a Coke Float. The genius takes this strange incident as inspiration, symbolizing a breakthrough in understanding the unbelievable value. With the tagline “Value so good, it doesn’t add up,” the TVC effectively mixes historical wit with modern-day value expectations to create a memorable narrative that resonates well especially with the younger audience.
McDonald’s India (W&S) CMO Arvind R.P. said, “We are delighted to launch the McSavers+ campaign targeted at the youth. Our constant aim is to make delicious feel-good moments easy for everyone, and democratize access to delicious food, being easy on the wallet. We have ensured that every aspect of this campaign – from the enticing price points to the playful and engaging communications – has been meticulously crafted to resonate with Gen Z, a key audience for McDonald’s.
DDB Mudra Group chief creative officer Rahul Mathew said, “Value has become such an overused word and a blind spot in the retail world. We needed a new way to communicate the same to our GenZ audience. And so we decided to take them through the math (or the lack of it) in our offers. And who better to take them through it than someone who probably scored A++++ in his math class – Issac Newton.”
To enhance the consumer experience further, McDonald’s India has also launched a dedicated microsite, 654969.in, which provides customers with in-depth details about this exciting new offering.
The brand is providing a unique opportunity for its fans to celebrate this exciting new limited-time offering. Now, they can discover just how delicious, affordable, and accessible our products can be. The company truly believes in ‘Real Food Real Good’ ensuring its select menu items contain no artificial colours, no artificial flavours, no artificial preservatives, or no added MSG in the chicken offerings. For nearly three decades, McDonald’s India has been committed to using fresh ingredients, locally sourced from globally renowned suppliers, ensuring unparalleled quality and transparency for its valued customers.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
