To promote the launch, McDonald’s India has collaborated with popular Kannada actor Kiccha Sudeep, who is the face of the new campaign, “Let the Crunch Takeover.” The campaign, conceptualized by DDB Mudra Group, features a TVC starring Kiccha Sudeep enjoying the Crispy Fried Chicken while highlighting its signature crispy texture.

Commenting on the new campaign, Arvind R.P., Chief Marketing Officer, McDonald’s India (W&S), said, “At McDonald’s, we are constantly strengthening our menu portfolio to offer a variety of chicken products for our customers in the Southern markets. Our new Crispy Fried Chicken with the campaign featuring Kiccha Sudeep is a testament to this strategy. His expansive fan base and connection with our core audience in this region will drive strong consumer engagement and preference for our offerings.”

Over the years, McDonald’s India has strategically leveraged celebrity culture. The brand has previously been associated with other popular South Indian actors like Rashmika Mandanna and Jr. NTR. These collaborations have helped McDonald’s India effectively connect with its core audience and enhance brand affinity in the South Indian market.

The new Crispy Fried Chicken has a unique crunch and juicy texture, perfected through an in-house preparation process. This offering is now available across McDonald’s restaurants throughout the Southern regions. Customers can enjoy this crispy offering for dine-in, on-the-go Drive-Thru, and through McDelivery. 

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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 INR 65 and a classic Coke Float at INR 49, but instead of the expected total amount of INR 114, they will only need to pay INR 69,  which is a value proposition that doesn’t add up.

Apart from the Chicken Surprise Burger, McSavers+ also offers a range of snack options including McAloo Tikki, Pizza McPuff, McEgg Burger, and Regular Fries. Customers can pair any of these delectable snacks with a  Cola beverage for the unbeatable price of  INR 69.

The campaign is complemented by a TVC. It opens with a scene at a McDonald’s counter where two GenZ kids are amazed by the math-defying offer of  McSavers+. 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 SurpriseBurger 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.

Talking about the new campaign, Arvind R.P., Chief Marketing Officer, McDonald’s India (W&S), 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  crafted to resonate with Gen Z, a key audience for McDonald’s.’’

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. This campaign is available for a limited time period.

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