Ad Campaigns
McDonald’s India launches ‘It’s a McD Thing’ campaign – redefining ‘Adda’ culture
MUMBAI – Celebrating the magic of togetherness and spontaneous moments that have defined the McDonald’s experience for generations, McDonald’s India (West & South) has launched its latest brand campaign – ‘It’s a McD Thing’. This new campaign conceptualised by DDB Mudra is all about the strategic narrative that elevates McDonald’s restaurants into a cultural canvas where life’s unscripted moments create lasting connections and memories.
The campaign launches with two distinctive films that capture unique ‘McD moments’ in different contexts. The first film beautifully leverages behavioural insights about Gen Z’s relationship with physical spaces in an increasingly digital world. The narrative centers on a quintessential ‘McD moment’ where a group of concert-bound friends are enjoying their time at McDonald’s before heading out to the event. Instead of getting disheartened the group spontaneously orchestrated a jam session using McDonald’s food, packaging, beverages, and table-tapping beats, transforming disappointment into a moment of joy and connection.
The second film highlights McDonald’s as a destination for professionals working late at night. Set in a quiet office during late hours, it follows a programmer who is startled by mysterious growling sounds. The tension builds until he discovers it’s simply his colleague’s hungry stomach. The scene transitions to both of them enjoying a meal at McDonald’s, reinforcing the brand’s commitment to being there whenever hunger strikes. The tagline ‘Your night shift, our night shift’ emphasizes McDonald’s presence during unconventional hours and showcases the brand’s regional connection.
McDonald’s India (W&S) CMO Arvind R.P. said, “McDonald’s has been that special place where friends gather, celebrations happen, and everyday moments become memories. With ‘It’s a McD Thing,’ we are celebrating those authentic connections and spontaneous moments that can only happen at McDonald’s where our food becomes the backdrop for life’s meaningful experiences.”
DDB Mudra executive creative directors, Harshada Menon & Siddhesh Khatavkar said, “McDonald’s has its own unwritten rules when it comes to the way fans order, eat, share and hang out. With ‘It’s a McD Thing’, we wanted to spotlight those quirks and rituals that are so familiar, iconic, and happen only at McDonald’s. In other words, it’s not just a place to eat; it’s where stories begin. A cultural space where everyday moments turn into lasting memories. That’s what makes McDonald’s unique.”
The campaign taps into the memories of those who grew up with McDonald’s as their go-to meetup spot, from first dates and post-exam celebrations to late-night study sessions and weekend hangouts. It acknowledges the restaurant’s unique position in India’s cultural fabric as an ‘adda’ or communal gathering space that crosses generations.
The films are also created with a distinctly local flavour and the tagline ‘Our food, your mood’. This campaign has been rolled out across television, digital platforms, and in-restaurant promotions designed to encourage user-generated content.
The brand films were created to resonate with both Gen Z customers who are creating new memories at McDonald’s and older customers who carry fond recollections of their own McDonald’s moments from years past.
Every Indian has a McDonald’s story, whether it’s celebrating a birthday, catching up with old friends, or just grabbing a quick bite during college breaks. This campaign is an invitation to remember those special McDonald’s moments and create new ones. That’s what makes it ‘a McD thing’. Those shared experiences happen naturally when good food and good company come together.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
