McDonald's 'McSpicy' Marketing Campaign in India

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McDonald's opened its first restaurant in India in 1996. Prior to its launch in India, McDonald's invested in developing a cold chain for delivering fresh and good quality food to the consumers. McDonald's was a joint venture company in India managed by two Indians... McDonald's Advertising Campaigns in India Right from the time McDonald's was set up in India, it had been focusing on garnering a share of the rapidly increasing market for quick service restaurants in India. The number of people who were opting to eat out had been steadily increasing as-

-disposable incomes started to increase as a result of the economic reforms initiated in India in the early 1990s. McDonald's initially focused on positioning itself as an Indian organization and an organization which supported family values and culture. The McDonald's brand was positioned as being committed to providing quality service, offering hygienic products and value for money. It was projected as operating in India following its global standards...

In March 2011, McDonald's launched a new menu in India called the McSpicy range to suit the tastes of Indian customers. McDonald's said that the move was aimed at introducing innovative products to suit the local tastes. The McSpicy range consisted of products that were among the most popular of McDonald’s products worldwide...

To promote its new McSpicy menu, McDonald's launched a new campaign in April 2011 called 'How Spicy is McSpicy'. The campaign was developed by McDonald's global advertising agency, Leo Burnett. The campaign initially focused on creating a buzz around the new products to be introduced. McDonald's then launched a ten-day pre-launch campaign to create a buzz around the new menu. When an order was placed at McDonald's, the customers were given visiting card-sized slips that simply read, 'Coming on 28th March. French Fries' new buddy. Soft Serve's new love. Chicken Maharaja Mac's competition'...

As the market for fast food in India was growing, McDonald's faced severe competition from its rivals in the Indian market. Some of the competitors in the Indian market had introduced new cheaper menus to cater to the needs of the Indian customers. Some of them had also started to focus on offering more affordable and vegetarian products to the Indian customers...

Exhibit I: Major Milestones of McDonald's in India
Exhibit II: McDonald's Indian Menu
Exhibit III: A List of Menu Items with Prices
Exhibit IV: QR Hoarding of McDonald's
Exhibit V: Hoardings of McDonald's
Exhibit VI: Screen Shots of the Television Advertisements

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