McDonald's India (West & South) has rolled out a campaign '#ThatsMyMcDonald's' featuring chef and TV show host Sanjeev Kapoor to highlight its partnership with the CSIR-Central Food Technological Research Institute (CFTRI) to launch its millet-based bun.

Conceptualised by DDB Mudra Group, the campaign which consists of a film, showcases Kapoor surprising customers by taking their orders and offering to "add some extra goodness" to their burgers. Once they recognise the renowned chef, they eagerly agree. Kapoor then goes on to introduce the nutritious multi-millet bun, highlighting its benefits and collaboration with CSIR-CFTRI, supported by the Ministry of Science and Technology. The film ends with Kapoor saying, "That's My McDonald's," reinforcing the brand's focus on blending taste with health.

What we think about it: Today’s consumers are increasingly health-conscious and mindful of the ingredients in their food. The film effectively emphasises the authenticity of McDonald's health-driven innovation, with Sanjeev Kapoor, as a strong advocate for millet-based nutrition lending credibility as a credible brand advocate.

Arvind R.P., CMO, McDonald’s India (W&S), said, “The introduction of the Multi-Millet Bun, developed in collaboration with the esteemed CSIR-CFTRI, is a testament to our constant endeavour towards offering mindful choices through various menu innovations. We are also pleased to extend our collaboration with Chef Sanjeev Kapoor, whose trusted culinary expertise and unwavering advocacy for millets in India make him the perfect fit to endorse our new Multi Millet Bun. This strategic combination of traditional superfoods with modern food sciences results in a delicious and nutritious addition to our customers' favourite burgers. We believe that our fans will relish and appreciate this  innovative menu item.” 

Gagandeep Bindra and Rahul Arcot, group creative directors, DDB Mudra Group, said, “Millet buns is one of  McDonald’s tastiest and most nutritious additions to an ever-growing menu packed with goodness. But something about Millet Buns doesn’t scream excitement for Gen-Z. Because most of them don’t even realise that they’ve been devouring Millets in various forms for years. Thanks to a certain Mr. Kapoor, who besides being one of India’s most trusted culinary voices, also runs an entire channel dedicated to creating wholesome Millet Cuisines with  MilletKhazana. We believe he's the perfect spokesperson for our latest offering, connecting with our audience across  India in his inimitable style.” 

CREDITS:

Creative team: Rahul Mathew, Arcot Rahul, Gagandeep Bindra, David Vaz, Shalmali Sawant, Dhiren Sonawane, Ronak  Ramraje, Mustafa Bakri, Anushka Vibhandik and Khyati Bafna.

Strategy team: Dipen Bhuva  

Business team: Delon Mascarenhas, Sonia Kumar, Pankti Doshi, Sushant Kandu 

Agency producer: Jay Gaikwad and Alisha Dsouza 

Production house: Awedacious Originals 

Director: Anchit Thukral  

Producer: Gururaj Dixit and Het Shah