PRODUCED WORK 1:
Launching the Maharaja Mac Junior Burger (January 2017, National Launch, India)
The Brief:
To launch the Maharaja Mac Junior Burger, which is the regular sized version of the flagship Maharaja Mac Burger, in India.
Medium:
Television Commercials, Digital Content, Hoardings.
Insight:
People usually have the Maharaja Mac to celebrate big moments/victories.
Idea:
With the Maharaja Mac Junior they could now celebrate even their smaller moments/victories.
So, the idea was to showcase both, the Maharaja Mac and Maharaja Mac Junior moments using real people, not models.
This way the ads would be more real, more relatable.
CREDITS:
CCO: Rajdeepak Das
ECDs: Prajato Guha Thakurta, Sachin Kamble
CD: Vinit Sanghvi
Copywriters: Rajivi Rao, Shivani Gairola
Art Director: Pratik Khara
In collaboration with Leo Burnett Chicago.
Execution:
Medium 1: Television Commercials
We released 4 commercials which were shot with hand-held cameras, mobile phones and camcorders to make the television commercials look as natural as possible. We captured Maharaja Mac as well as Maharaja Mac Junior moments to perfection. This kind of shooting style hadn't been used in India before for commercials. Also, it encouraged millennials to share their Maharaja Mac and Maharaja Mac Junior moments since it is a very now, very youth-oriented method of capturing moments.
Here are the commercials.
Medium 2: Social Media
We released Maharaja Mac Junior challenges each day, for 11 days, and asked the viewers to send us the Maharaja Mac Versions of the challenges. They did so enthusiastically. Some even before we issued the challenges.
Below are some of the challenges we released:
And now, some videos that the viewers uploaded.
Medium 3: Hoardings
These were placed outside Cinemas, Petrol Pumps (Gas Stations) and Bus Shelters.
PRODUCED WORK 2:
Launching McDonald's Happy Price Combos (April 2017, National Launch, India)
The Brief:
McDonald’s needed to introduce a new menu where people could match any food with any drink at affordable prices. This was special because initially there were set combinations to choose from. The Happy Price Combos offered personalisation.
Medium:
Television Commercial, Radio Jingle.
Insight:
1. A lot of times eating out with friends is a hassle as each friend has his/her own preference.
2. We often see people who are very different from each other still be the best of friends.
Idea:
We decided to use the above insights to spread the message that the Happy Price Combos now allowed friends, who were very different from each other, to enjoy a meal together by getting to choose the different combinations they preferred.
CREDITS:
CCO: Rajdeepak Das
ECDs: Prajato Guha Thakurta, Sachin Kamble
CDs: Vinit Sanghvi, Archit Gadiyar
Copywriters: Rajivi Rao, Shivani Gairola
Art Director: Pratik Khara
Execution:
A television commercial with a jingle about how people can be different, yet hang out together, much like our different products which could now be combined to an individual's liking. Simply put, Happy Price Combos allowed people to be different, but together.
The jingle made for the television commercial worked really well as a radio spot too.
PRODUCED WORK 3:
Launching McBreakfast, the McDonald's Breakfast Menu in Mumbai. (January 2017)
The Brief:
Get people to try the Breakfast Menu. Also, spread the message that McDonald's opens at 7am, something people didn't know.
Medium:
Posters, Hoardings, Translites.
Insight:
Mumbai life is fast paced. Everyone's always in a rush to get somewhere, to do something. In this scenario there's barely time for a proper breakfast.
Idea:
To showcase, with the help of posters, hoardings and translites within stores, that the Breakfast Menu was the answer to ever Mumbaikars prayers. It had a lot of variety and was quick and convenient. People could grab and go, or have breakfast delivered right to their doorstep.
We even used the mechanic of hashtags which would connect with our target audiences better. The over-arching thought being: #UnSkipBreakfast.
CREDITS:
CCO: Rajdeepak Das
ECDs: Prajato Guha Thakurta, Sachin Kamble
CD: Vinit Sanghvi
Copywriter: Rajivi Rao
Art Director: Pratik Khara
