Marketing McDonald’s in India

In April 2011, McDonald’s Corporation (McDonald’s) launched a new marketing campaign in India with TV commercials, print, in-store promotions, and a viral campaign. The campaign was to support the launch of the McSpicy products -- its new range -- in India. Vikram Bakshi, Managing Director, (North & East) McDonald’s India, said, “The McSpicy menu is a part of our ongoing endeavor to add variety and expand our menu to suit our customers’ preferences. These are products from our core global menu, but tailored to the Indian palate.²” McDonald’s, which had 212 outlets in India in early 2011, was preparing to increase its presence further in the country³. Analysts felt that since its entry into the country in 1996, McDonald’s had established itself as a leading player in the fast emerging fast food market in India.