McDonald's India's ‘Shordaar Crunch' Makes Astronauts' Land For Festive Season

McDonald’s India (W&S), managed by Westlife Foodworld is enhancing the festive season with its ‘Shordaar Crunch’ campaign. The integrated 360-degree initiative introduces two new menu items - the McCrispy Chicken Burger and the Crispy Veggie Burger, both offering bold crunch and flavours for a premium burger experience.

The ‘Shordaar Crunch’ campaign, created by DDB Mudra Group, emphasises the crunch and indulgent experience of both burgers.

The TV commercial features a visual narrative where the crisp bite of the McCrispy Chicken Burger triggers a series of humorous events. It starts with visuals and a voiceover detailing the burger's ingredients. As the voiceover mentions the word 'Shordaar', the camera zooms out to reveal a young woman eagerly taking a bite of the McCrispy Burger, producing a loud ‘Crunch’ sound that resonates throughout the room. The sound prompts her brother, an astronaut, to suddenly drop in from the ceiling and snatch the burger from her hands. The fun escalates as her brother’s boss, also an astronaut joins in, showcasing the irresistible appeal of the burgers’ signature crunch. The clear message - no one can resist the tempting ‘Shordaar’ crunch of the McCrispy Chicken and Crispy Veggie Burgers!

Arvind R.P., CMO, McDonald’s India (W&S) said, “The launch of our new McCrispy Chicken and Crispy Veggie Burgers represents a major milestone for McDonald's India. As we head into the celebratory festive season, we are excited to introduce these two new burgers. We have witnessed over the years that our customers are eager to try new and exciting offerings during this time of year and we believe these products will delight their taste buds owing to their unique crunch, texture, and premium ingredients. Through this engaging and humorous campaign, we aim to showcase the irresistible appeal of these offerings, making McDonald’s the ultimate destination for premium, high-quality burgers.”

The globally loved McCrispy Chicken Burger has officially unveiled in India alongside the Crispy Veggie Burger. These new offerings highlight McDonald's India’s dedication to delivering innovative and satisfying menu options that cater to a variety of taste preferences.

Rahul Mathew, Chief Creative Officer, DDB Mudra Group said, “In McCrispy, we have a new platform for the brand. And what better way to communicate crispiness than through the sound of the crunch. The campaign will use a loud crunch in many avatars to invite consumers to try the new McCrispy.”

As part of the campaign, McDonald's India is embarking on a series of initiatives to create impact and drive engagement around the introduction of its new McCrispy Chicken and Crispy Veggie Burgers. The highlight of the campaign is a television commercial set to air on general entertainment, news and movie channels across West and South India as well as on digital and OTT platforms.

In addition, McDonald's has implemented interactive in-store experiences featuring trendy McCrispy merchandise and lively dance performances by crew members, all set to the upbeat 'Keepin' it Crispy' track. The brand has also enhanced the in-store atmosphere with immersive 'Shordaar Crunch' themed visual merchandising, whisking customers away to a world of crunch.

To foster conversations beyond the restaurant walls, McDonald's has released innovative out-of-home (OOH) advertising at key locations throughout the city, including Juhu Beach, Bandra Worli Sea Link, Mumbai Metro and other high-impact areas.

Customers can now enjoy these premium offerings at McDonald's locations in West and South India, as well as through Drive-thru and McDelivery services.