McDonald’s India Unveils McSavers+ Campaign: “It Doesn’t Add Up”McDonald’s India Unveils McSavers+ Campaign: “It Doesn’t Add Up” Mumbai-based McDonald’s India (West & South) has launched its McSavers+ campaign, challenging traditional value norms with the tagline “It Doesn’t Add Up.” Exceptional Value Proposition The campaign showcases the intriguing equation of 65+49=69, representing the exceptional value offered by McSavers+. Customers can enjoy a Chicken Surprise Burger for Rs. 65 paired with a classic Coke Float for Rs. 49, resulting in a combined price of just Rs. 69. Range of Snack Options McSavers+ offers a variety of snack options, including the McAloo Tikki, Pizza McPuff, McEgg Burger, Regular Fries, and the new Chicken Surprise. Customers can combine any of these snacks with Coca-Cola for the same exceptional value of Rs. 69. TV Commercial The campaign is supported by a humorous TV commercial that depicts GenZ kids questioning the math-defying deal, comparing it to a complex math problem that even Newton would struggle with. The scene transitions to Isaac Newton being hit by a Chicken Surprise Burger while enjoying a Coke Float, symbolizing a breakthrough in understanding the incredible value. Target Audience and Strategy The McSavers+ campaign is targeted at GenZ, a key audience for McDonald’s. Arvind RP, CMO of McDonald’s India (W&S), emphasizes the company’s goal of democratizing access to great food by making indulgent moments affordable for everyone. Creative Approach Rahul Mathew, Creative Director of DDB Mudra Group, explains that the campaign uses a playful and engaging messaging to resonate with GenZ. By walking the audience through the unconventional math of the offers, they aim to highlight the exceptional value proposition in an unexpected way. Commitment to Quality McDonald’s India remains committed to using fresh ingredients and locally sourced produce to ensure unmatched quality for its customers. The menu items featured in McSavers+ are free from artificial colors, flavors, preservatives, and added MSG in chicken offerings.
Mumbai: McDonald’s India (West & South), owned and operated by Westlife Foodworld, has launched its McSavers+ campaign. The campaign aims to fundamentally challenge the conventional rules of value with the tagline ‘It Doesn’t Add Up’. This new proposition is designed to engage customers with snack and beverage combinations that defy traditional pricing norms.
The campaign uses the intriguing math of 65+49=69 to showcase the exceptional value that McSavers+ offers. Customers can now enjoy the new Chicken Surprise Burger for Rs. 65 and a classic Coke Float for Rs. 49. But instead of paying the expected total of Rs. 114, they only have to pay Rs. 69. It’s a value proposition that’s so tempting; it really doesn’t add up in the best possible way. That’s the message of the campaign
McSavers+ offers a range of snack options including the McAloo Tikki, Pizza McPuff, McEgg Burger, Regular Fries and the new Chicken Surprise. Customers can pair any of these snacks with Coca-Cola for Rs. 69.
Furthermore, the campaign is complemented with a TVC. It begins with a scene at a McDonald’s counter where two GenZ kids are amazed by the math-defying offer: a Chicken Surprise (for INR 65) plus a Coke Float (for Rs. 49) that costs just Rs. 69. Their confusion is compared to solving a complex math that even Newton would find challenging. The scene shifts to Isaac Newton sitting under a tree and being humorously hit by a Chicken Surprise Burger while enjoying a Coke Float. The genius takes this strange incident as inspiration, symbolizing a breakthrough in understanding the incredible value. With the tagline “Value is so good it’s not right“The TV commercial aims to combine historical humor with contemporary expectations of value.
Arvind RP, CMO, McDonald’s India (W&S) said, “We’re excited to launch the McSavers+ campaign targeting youth. Our enduring goal is to make indulgent, feel-good moments easy for everyone and democratize access to great food so it’s easy on the wallet. We’ve made sure that every aspect of this campaign – from the tempting prizes to the playful and engaging messaging – has been carefully crafted to resonate with Gen Z, a key audience for McDonald’s.
Rahul Mathew, Creative Director, DDB Mudra Group said, “Value has become such an overused word and blind spot in the retail world. We needed a new way to communicate the same to our GenZ audience. So we decided to walk them through the math (or lack thereof) in our offers. And who better to do it than someone who probably got an A++++ in his math class – Issac Newton.“
The brand is giving its fans a chance to celebrate this new limited time offer. Now they can discover how delicious, affordable and accessible our products can be. The company truly believes in ‘Real Food Real Good’ and ensures that the selected menu items do not contain any artificial colours, artificial flavours, artificial preservatives or added MSG in the chicken offerings. For almost three decades, McDonald’s India has been committed to using fresh ingredients, locally sourced from globally renowned suppliers, to ensure unmatched quality and transparency for its valued customers.
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