McDonalds

Para Pa Pa Pa….. I’m lovin’ it….

Yesterday, when my mother told me that there was lauki (gourd) for lunch, I instantly told my sister “Let’s go to McDonalds…” This was certainly not me who was speaking at that time; it was advertisement in me that became vociferous. This advertisement was impactful enough to make me revolt against the not so unusual lunch.

McDonalds is one of the earliest food chains in India. Apart from all the other brands, it has been developing the taste for especially the burgers in our country. Its latest ad has connected realistically with the audience, giving all the foodies an alternative if they do not like their meal’s menu.

The advertisement begins with two colleagues, dressed up formally in shirt and pant, standing in the office canteen. (This is perhaps what the viewers assume due to the formal attire of the two models and the not so attractive surroundings of the canteen). They ask the caterer “aj khane mein kya hai?”(What’s there for lunch today?). To this the caterer replies, “Lauki hai”. (It’s gourd for lunch).  One of the colleagues repeats unhappily the words of the caterer and the same words are reiterated by the other but excitedly. With the changing emotions the caterer is confused and wonders how someone can be excited about “lauki”. Then the scene changes and we see the two colleagues sitting in a McDonalds and enjoying a good but inexpensive meal.

The advertisement is like a trick driven home to the viewers that when faced with not so appealing meals, McDonalds is waiting to serve you fast food with a “full meal” starting at just Rs. 85. This marketing strategy connects well with the audience as it is set against a very realistic background. The two colleagues depict the upwardly mobile middle class and the setting is very normal, drawn from regular scenarios in almost everyone’s life.

McDonalds is a brand speeding its consumption in the Middle Class. It shouts profusely that brands mean quality and not hefty prices. The Rs. 20 burgers, ice cream cones and fairly reasonable cold drinks and cold coffee are in great demand by children and youngsters. The best part is that a reasonably well off person has no need to think before entering McDonalds, it can be cheaper than other places.

McDonalds started in India by attracting the most susceptible section – children. Its earlier advertisements bear testimony to this fact. Right from the clown to the free toys in every happy meal, it was enormously successful in its goal. McDonalds soon became a common venue for children’s birthday parties and winning treats of families’ enjoying prosperity.

After targeting children, McDonalds is now making a beeline for adults. This ad is a step in this direction and it has undoubtedly been successful in capturing the taste buds of the adult population. With McDonalds being synonymous with burgers, it is now on the way to expanding its product range by offering other varieties such as spring rolls, pizzas, etc, etc.

Though a very low key ad without too much drama, stunts, special effects or any famous faces, its simplicity is the attraction factor with hundred percent focus upon endorsing the product.

I am appreciative of such a focused advertisement which aims only to market its product rather than marketing Bollywood, stunts or special effects. It saves the viewer from having his attention diverted. Also the crispiness of this ad is enough to highlight the fact that McDonalds means business and its business lies in catering to the hungry. Kudos to this fine endeavor…..

Juhi Gupta

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