The campaign features two television commercials starring Chef Swarup Solgaonkar, Corporate Chef at McDonald’s India, who directly addresses customers’ wish list about McDonald’s burgers. In one film, a young woman confidently states her feeling: “McDonald’s is not filling”, while in another, a young man declares, “McDonald’s burgers are so dry.” In both scenarios, Chef Swarup responds with the campaign’s signature line, “You said it. We made this” before presenting them with the new Big Yummy Burger that specifically addresses their comments. McDonald’s India featured real customer comments in its ad film, demonstrating the brand’s commitment to listening and responding to consumer feedback in the most tangible way possible.

The integrated campaign extends beyond television with several innovative marketing tools, including 3D ‘Comment Burger’ installations at high-traffic locations in Mumbai and Bangalore. These larger-than-life burger displays feature actual social media comments embedded between the buns, creating striking visual representations of the campaign concept and driving significant social media engagement.

Akshay Jatia, CEO, Westlife Foodworld, said, “At Westlife Foodworld, customer-first menu innovation is central to our strategy. The launch of the Big Yummy Burger reflects our focus on mindful indulgence and evolving consumer preferences. It showcases our insights-driven, agile approach to creating meaningful innovations that keep our brand relevant and ahead of changing market expectations.”

Rahul Mathew, Chief Creative Officer & Executive Director, DDB India, said, “The customer is the most important pillar of McDonald’s. So when we saw feedback on our burgers by some, we knew we needed to give those customers what they are asking for. And the campaign shows just that; our chef responding to posts and presenting the new Big Yummy Burgers. Word of caution, they’re quite a stomachful and yet too tasty to put down.”

Before the official launch, McDonald’s also executed a pre-order excitement where a few delivery orders included special empty burger clamshells containing printed customer comments and invitations to pre-order the new offering. This activation generated substantial organic buzz across social media platforms as recipients shared their unexpected comment burgers.

The campaign marks McDonald’s India’s direct engagement with customers, acknowledging their evolving expectations while positioning the brand as insight-driven and innovative. The Big Yummy Burgers themselves—featuring double patties and signature chipotle sauce applied to both bun layers—were specifically developed to address the feedback highlighted in the campaign.

The brand film will run across television, digital platforms, and outdoor media, supported by influencer partnerships and ground-level activations throughout the campaign period.

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The new Big Yummy Chicken Burger and the Big Yummy Cheese Burger feature double patties, premium ingredients, and signature chipotle sauce generously applied to both crown and heel of the buns. This new offering includes ‘Big Yummy Cheese Burger’ and ‘Big Yummy Chicken Burger’. A mindfully crafted indulgent range that proves once again that when McDonald’s fans speak, ground-breaking menu innovation follows. The vegetarian option features a McSpicy Paneer Patty paired with a McCheese patty, while the chicken variant combines a McCrispy Chicken Patty with a Flame-Grilled Chicken patty for maximum flavour impact.

Akshay Jatia, CEO, Westlife Foodworld, said, “At Westlife Foodworld, customer-first menu innovation is central to our growth. The launch of the Big Yummy Burger reflects our focus on mindful indulgence and evolving consumer preferences. It showcases our insights-driven, agile approach to creating meaningful innovations that keep our brand relevant and ahead of changing market expectations.”

The launch will be supported by an innovative marketing campaign centered on the theme “You Said It. We Made It.” The campaign playfully incorporates actual customer comments into its creative elements, including 3D installations of ‘Comment Burgers’ at key locations in Mumbai and Bangalore. The company is also launching a TVC featuring McDonald’s India Corporate Chef as part of this campaign that directly addresses consumer feedback about McDonald’s burgers.

McDonald’s India (W&S) believes in the philosophy of Real Food, Real Good – a journey of mindful indulgence that began seven years ago. Staying true to this promise, the brand maintains an unwavering focus on quality, ensuring its menu items are free from artificial colours, artificial flavours, and no added MSG in the chicken offerings. McDonald’s India continues to use fresh, locally sourced ingredients from recognized suppliers, building on nearly three decades of customer trust.

McDonald’s fans can experience the much-anticipated Big Yummy Burgers at all McDonald’s restaurants in West and South India. The premium offering will be available through every convenient McDonald’s touchpoint – dine-in, Drive-Thru, and McDelivery service via app or website. Whether customers are enjoying a shopping day out, commuting home after work, or relaxing at home, the indulgent Big Yummy experience is just moments away.

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The slice integrates seamlessly into McDonald’s existing burgers, allowing customers to increase their protein consumption with ease. For example, with the Protein Slice added, the McSpicy Paneer offers 25.29g of protein, the McChicken delivers 20.66g, the McVeggie has 15.24g, and even the iconic McAloo Tikki, a balanced meal by itself, provides 13.5g of protein, redefining possibilities in a QSR.

The Protein Plus Slice has been developed in collaboration with the prestigious CSIR-Central Food Technological Research Institute (CFTRI), under the Ministry of Science & Technology, Government of India. Made from 100% vegetarian ingredients, including soy and pea, the Protein Plus Slice contains no artificial colours or flavours and is free from onion and garlic, making it suitable for a wide range of dietary preferences.

Akshay Jatia, Chief Executive Officer, Westlife Foodworld said, “At McDonald’s India, we have always believed in giving our customers more choice, and this time, we are giving them the power to personalize their protein intake. The Protein Plus Range allows them to enjoy their favourite McDonald’s burgers without compromising on their protein needs or the taste. It also reflects our ongoing commitment to our ‘Real Food, Real Good’ philosophy, bringing together flavour, nutrition, and food science. We are grateful to CSIR-CFTRI for partnering with us to bring this forward-thinking product to life. Together, we remain committed to crafting menu items that are both wholesome and delicious, combining locally available ingredients in a way where great taste and nutrition go hand in hand.”

CSIR-CFTRI’s scientific expertise and deep understanding of protein research helped create a slice that delivers high nutritional value while maintaining the signature taste, texture, and quality that McDonald’s is known for. This marks McDonald’s India’s second strategic partnership with CSIR-CFTRI, following the successful launch of the Multi-Millet Bun last year.

Dr. Sridevi Annapurna Singh, Director, CSIR-CFTRI said, “Building on our earlier success with the Multi-Millet Bun, we are excited to continue our partnership with McDonald’s India to advance nutritional innovation in the QSR space. The Protein Plus slice is an outcome of science-backed formulation and a shared vision to elevate everyday meals through nutrition. This partnership showcases how industry and scientific institutions can come together to bring meaningful nutritional upgrades to mainstream eating.”

Shri Yogesh Kadam, Hon’ble Minister of State for Food and Drugs Administration, Government of Maharashtra, inaugurated this nutrition-focused initiative today in Mumbai, emphasizing the growing need for safer and nutritious food choices that meet the nutritional needs of today’s consumers.
The event was also graced by senior officials from the Maharashtra Food and Drugs Administration, including Shri Rajesh Narvekar, Hon’ble Commissioner of Food Safety, Maharashtra State, and Shri Mangesh Mane, Joint Commissioner (Food), Headquarters.

Addressing the audience, Yogesh Kadam stated, “Initiatives like these align with the preamble of the Food Safety and Standards Act, 2006, which aims to ensure the availability of safe and wholesome food for human consumption. They also reflect the vision of the ‘Eat Right India’ movement by FSSAI — promoting safe, nutritious, and sustainable food choices across the country. It is heartening to see scientific research institutions and industry leaders come together to contribute toward national nutrition goals. This partnership model is vital for strengthening our public health landscape.”

The Protein Plus Meals will be available in both vegetarian and non-vegetarian options. The vegetarian Protein Plus Meal includes a burger enhanced with the Protein Slice, paired with a protein-rich corn cup and Coke Zero. The non-vegetarian option includes the McCrispy Chicken with Protein Slice, 4-piece Chicken McNuggets, and Coke Zero, delivering a wholesome, protein-enriched meal.

The launch is a key milestone in McDonald’s India’s Real Food, Real Good journey, which began seven years ago. Staying true to this philosophy, the brand maintains an unwavering focus on quality, ensuring its menu items are free from artificial colours, artificial flavours, and artificial preservatives, and with no added MSG in the chicken offerings. McDonald’s India continues to use fresh, locally sourced ingredients from globally recognized suppliers building on nearly three decades of customer trust.

This innovation reflects the brand’s deep understanding of the growing awareness and demand for protein among Indian consumers. The new Protein Plus range is now available across McDonald’s restaurants in West and South India. Customers can now savour their favourite burgers with the added nutritional goodness of protein, whether dining in, picking up via Drive-Thru, or ordering from the comfort of their homes through the McDelivery app.

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Jatia has been associated with Westlife Foodworld for over a decade. His appointment follows the transition of Amit Jatia, the incumbent CEO, who will step down from the role effective March 18. However, both Amit Jatia and Akshay Jatia will continue to serve as Directors on the Board of the Company, with no changes to the Board’s composition.

Westlife Foodworld, formerly Westlife Development Ltd (WDL), is the master franchisee for McDonald’s restaurants in West & South India. Through its subsidiary, Hardcastle Restaurants Pvt. Ltd. (HRPL), the company manages and expands the McDonald’s presence in the region under a long-term franchise agreement with McDonald’s Corporation US.

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Westlife Foodworld’s Integrated Annual Report for the past fiscal year ranked 52^nd globally among the Top 100 Reports Worldwide. Additionally, the report received the Platinum Award for Industry Excellence, reaffirming the company’s leadership within its sector. Further adding to these achievements, Westlife Foodworld was also presented with the Technical Achievement Award for its overall excellence in the art and methodology of integrated reporting.

Akshay Jatia, President & Executive Director, Westlife Foodworld, said, “These global honours at the LACP Vision Awards reaffirm our dedication to setting new benchmarks in corporate reporting. At Westlife Foodworld, we believe in open and transparent communication with all our stakeholders. This recognition reflects our vision to be a modern, relevant, and progressive food-tech company delivering long-term value for our customers, people, communities, and shareholders.”

The LACP Vision Awards evaluate the world’s best corporate reports, recognizing excellence across storytelling, design, and innovation. With entries from organizations globally across diverse industries, the awards celebrate the most impactful and effective corporate reports.

These awards underscores Westlife Foodworld Limited’s position as an industry leader, committed to continuously enhancing its storytelling, design, and reporting standards to deliver world-class communication to all its stakeholders.

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