This entertaining brand film, conceptualized by DDB Mudra captures a memorable encounter at McDonald’s where Chef Kapoor, stationed behind the counter, meets a young fitness enthusiast and his spirited little brother. When the older brother orders his usual favourites, Chef Kapoor introduces them to the revolutionary Protein Plus slice with his characteristic charm. What unfolds is a humorous competition between the brothers, when the elder one requests two slices, his younger brother immediately ups the ante by asking for three slices. The film perfectly illustrates how customers of all ages can personalize their protein intake while enjoying McDonald’s favourites.

The film emphasizes on the 100% vegetarian plant-based ‘Protein Plus Slice’ co-developed by CSIR – Central Food Technological Research Institute (CSIR-CFTRI). Chef Kapoor talks about this slice, which offers 5g of protein per slice, allowing customers to add 5g, 10g, or more protein to their burgers without compromising on taste.

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. 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.”

Chef Sanjeev Kapoor said, “It feels great to continue my association with a brand like McDonald’s that constantly innovates its menu, suiting the tastes and preferences of varied customers. Their entry into the protein enhancement initiative is commendable, and I like the fact that their Protein Plus range perfectly balances taste with nutrition. I believe this range is a true innovation in personalized nutrition.”

Rahul Mathew, Chief Creative Officer & Executive Director, DDB India said, “McDonald’s is for everyone. It’s a belief that the brand is built on. And it’s this belief that we’ve extended to extra-protein seekers with the new Protein Plus Slices. So, whether you’re just making up for your nutritional needs or following a workout regimen, McDonald’s is for you as well.”

The Protein Plus Range launch marks McDonald’s India’s second strategic collaboration with the CFTRI, following the successful introduction of Multi-Millet Buns. The campaign on the Multi-Millet Bun had also featured Chef Sanjeev Kapoor.

The film closes with Chef Sanjeev Kapoor saying, ‘That’s My McDonald’s’, underscoring the brand’s commitment to blending great-tasting burgers with more nutritional goodness. Customers can now savour their favourite burgers in a nutritional avatar with extra protein at their nearest McDonald’s restaurants in West and South India, on-the-go via Drive-Thru and also can order through the McDelivery App and Swiggy.

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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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