McDonalds – ’Har Chhoti Khushi Ka Celebration’

Ever wondered why companies spend crores of rupees on a single ad campaign? If the product is good, won’t we get to know about it anyway? The answer is we might or we might not. Advertising is created not so that a lot of people know about it but so that the ‘target audience’ knows about it. This target audience could be anybody- from a kid wanting to buy some chocolate or shoes, to a teenager looking for an anti-acne cream, from a housewife wishing to buy the best and the most affordable brand of rice to a business tycoon searching for the most luxurious car.

So what makes an ad campaign stand out in a horde of campaigns? Here ’simplicity is the key‘. A simple yet catchy ad helps the audience connect to the ad, its characters and hence the product. This connection leads to recall of the product while making a purchase, which is precisely the aim behind creating a commercial.

With the penetration of media into each household even in the remotest of the areas creative directors have to strive hard to catch the attention of the target audience, often through catchy taglines (Chlormint’s ‘Dobara Mat Puchhna’), jingles (remember the ages old ‘Ting Ting Tiding’ for Britannia) and interesting storylines (Vodafone Zoozoo ads).

With a somewhat similar object in mind McDonalds has not only introduced products to suit the Indian taste buds (Aloo Tikki Burger, Chatpataa Mc Aloo Tikki) but has also come up with ad campaigns to attract the youth- its target audience. McDonald’s recent Happy Price Menu meals’ “Har Chhoti Khushi Ka Celebration” commercial is an example. McDonalds launched a series of ad campaigns featuring the youth and publicized its economy meals which even the students (who thrive on pocket-money) can easily afford.

One of my favourites in the series is the one where a gang of college buddies sit together and congratulate a somewhat nerdy looking guy on finally being able to get Nisha’s (a girl he likes) number, only to reveal at the end that it wasn’t her phone number but the power of her spectacles! And hence the tagline,’Har Chhoti Khushi Ka Celebration’.
The commercial catches onto the fun aspects of college life- proxies at college, love life, passing in the examination etc. and hence automatically connects with the youth through issues that they can relate to, thus achieving the end of instant recollection and retention. The jingle ‘M lovin it’ adds up to the ‘youth connect’ factor.

Such simple yet eye-catching advertisements are a ‘fad’ these days and not only achieve the objectives behind designing an ad but also give creative satisfaction to its makers (along with some more business, of course).

Akanksha Sharma

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