{"id":4773,"date":"2017-02-18T11:19:59","date_gmt":"2017-02-18T11:19:59","guid":{"rendered":"http:\/\/faceinews.com\/?p=4773"},"modified":"2017-02-18T11:19:59","modified_gmt":"2017-02-18T11:19:59","slug":"mcdonalds-unveils-the-iconic-junior-maharaja-mac-with-an-unconventional-campaign","status":"publish","type":"post","link":"https:\/\/www.faceinews.com\/?p=4773","title":{"rendered":"McDonald\u2019s unveils the iconic Junior Maharaja Mac with an unconventional campaign"},"content":{"rendered":"

\"mc<\/a>\"mc\"<\/a>Leo Burnett\u2019s new campaign for McDonald\u2019s breaks out of the TVC format as they launch the Junior version of their iconic burger, the Maharaja Mac\u00a0<\/strong>
\nMumbai, January 2017: McDonald\u2019s India<\/strong> is bringing in a brand new attraction to its menu. For the very first time, the Junior Maharaja Mac \u2013 a mini version of its iconic Maharaja Mac, makes its debut across McDonald\u2019s restaurants in the West and South of India.
\nMcDonald\u2019s has always been about celebrating the everyday moments over delicious food. With the Junior Maharaja Mac innovation, the brand now ensures that people can enjoy these everyday moments even with the iconic taste of a Maharaja Mac, as a value meal offering.
\nWith a focus on providing taste and quality in a value format, the Junior Maharaja Mac has been introduced as a limited time offer on McDonald\u2019s menu. It gives consumers the opportunity to relish the same taste of larger than life spices with a single patty. The Veg Maharaja Mac Junior is prepared in a rich & crusty cheesy corn patty, served with a vegetable-cocktail sauce and consists of premium ingredients such as jalape\u00f1o slices, red onion slices, cheddar cheese slice & fresh crispy iceberg lettuce.
\nThe Chicken Junior Maharaja Mac patty is flame-grilled and consists of whole meat sourced from the leg, breast and thigh of the chicken. The delicious patties are served in a bun, topped with sesame seeds, fresh salad dressed with Habanero sauce. Its enticing combination of ingredients, distinct taste will compel you to create more occasions to relish the burger. The new entrants to the Mac family-Junior Maharaja Mac-Veg are priced at Rs 95 and Junior Maharaja Mac-Chicken is priced at Rs 99.
\nTo launch the Junior Maharaja Mac, McDonald\u2019s has unveiled a new integrated campaign with an unconventional execution, conceptualised by Leo Burnett Mumbai in partnership with their Chicago office. The new series is a fun mix of everyday life\u2019s moments and viral social media trends, to tell you that whether you\u2019re celebrating a big moment or a small one, McDonald\u2019s has got the perfect Maharaja Mac for you.
\nSpeaking about the new integrated campaign, Kedar Teny, Director Marketing and Digital, McDonald\u2019s says, \u201cWe constantly evolve our menu to address the needs of our consumers and hence we wanted to create a platform that allows our consumers to make the most of simple moments in life. The Maharaja Mac is India\u2019s equivalent to the international Big Mac and the popularity of this burger inspired us to bring out yet another innovation of our menu with the Junior Maharaja Mac which is part of our value format. We believe there is a Mac for every occasion and this campaign reiterates that life\u2019s most treasured moments can be savoured with a Junior Maharaja Mac.\u201d
\nSaid RajDeepak Das, Chief Creative Officer, Leo Burnett, South Asia, \u201cWith this latest campaign, we\u2019ve leaned strongly into pop culture, and shown how McDonald\u2019s has always been part of our everyday moments \u2013 both big and small. The idea \u2013 a Maharaja Mac as the reward for life\u2019s everyday victories \u2013beautifully converts these everyday moments into feel-good moments. An idea like this deserved breaking all rules when it came to the execution. We\u2019ve cast real people, captured real moments, and shot many of these on our iPhones.\u201d
\nA refreshing shot-on-iPhone feel captures the everyday triumphs in a very personal way. They\u2019ve gone and shot real people celebrating real joys, and that\u2019s what makes it fun to watch on TV. Friends, parents, kids, pets, everybody gets to join in on the celebrations.
\nWatch the ads here: <https:\/\/youtu.be\/w2Qhlxf_jgc>; <https:\/\/youtu.be\/A1fu1u9wS1o>; <https:\/\/youtu.be\/4-uWkgIMqDo>
\nThe new integrated campaign \u2013 which is social at its heart \u2013 will extend across all McDonald\u2019s restaurants in the West and South of India, apart from kicking off strong social and digital storm by leaning into pop-culture.<\/p>\n

AGENCY CREDITS
\nCreative Agency: Leo Burnett Mumbai and Leo Burnett Chicago
\nChief Executive Officer, Leo Burnett South Asia & Publicis Communications India: Saurabh Varma
\nChief Creative Officer, South Asia: RajDeepak Das
\nChief Strategy Officer, South Asia: Dheeraj Sinha
\nBusiness heads: Rakesh Hinduja, Maninder Bali
\nExecutive Creative Directors: Prajato Guha Thakurta, Sachin Kamble
\nCreative Team: Aalap Desai, Vinit Sanghvi, Saif Razvi, Pratik Khara, Rajivi Rao, Deepashree Mankar, Shivani Gairola, Geo Joseph, Ashish Gautam, Amey Deo
\nAccount management: Supriya Bhasin, Aditya Atre, Joanna Grover
\nProducer (Leo Burnett): Rachaita Vyas
\nProduction House: Ubik Films
\nFilm Director: Surjo Deb
\nProducer (Ubik): Sonu Bandhari, Saikat<\/p>\n

About McDonald\u2019s India:
\nWestlife Development Limited (BSE: 505533), focuses on putting up and operating Quick Service Restaurants (QSR) in India through its subsidiary Hardcastle Restaurants Pvt. Ltd. (HRPL) which is a McDonald\u2019s franchisee with rights to own and operate McDonald\u2019s restaurants in India\u2019s west and south markets since 1996. HRPL serves approximately 185 million customers annually, at its 252 (as of December 31, 2016) McDonald\u2019s restaurants across 34 cities in the states of Telangana, Gujarat, Karnataka, Maharashtra, Tamil Nadu, Kerala, Chhattisgarh, Andhra Pradesh, Goa and parts of Madhya Pradesh. The company provides direct employment to over 7,000 employees. McDonald\u2019s operates through various formats and brand extensions including standalone restaurants, drive-thru\u2019s, 24\/7, McDelivery, dessert Kiosks. The menu features Burgers, Finger Foods, Wraps, Hot and Cold Beverages besides a wide range of desserts. The pillars of the McDonald’s system \u2013 Quality, Service, Cleanliness and Value \u2013 are evident at each of the restaurants where HRPL operates.<\/p>\n

About Leo Burnett India:
\nLeo Burnett India, rated among top 5 agencies in the country, has created memorable campaigns for several brands in its portfolio. It has been building insightful campaigns for McDonald\u2019s, Thums Up, Tide, Whisper, HDFC Life Insurance, Tata Chemicals, Bajaj, Star TV, Star Sports, Jeep, Fiat, Ariel, Iodex, General Mills, and Bacardi among others. \u201cInsightful creativity has the power to change human behaviour\u201d is the Leo Burnett philosophy, based on HumanKind, where the filters of creativity are human insights. Leo Burnett India has won International and National awards year on year at Cannes Festival, Adfest, D&AD, Clio, One Show, London International Awards, Spikes Asia, Lotus Awards, Andys, New York Festival, Goafest and Mirchi Kaan Awards. The agency has also been declared the \u2018Global Agency of the Year\u2019, across Burnett\u2019s 86 nation network, twice.<\/p>\n","protected":false},"excerpt":{"rendered":"

Leo Burnett\u2019s new campaign for McDonald\u2019s breaks out of the TVC format as they launch the Junior version of their iconic burger, the Maharaja Mac\u00a0 Mumbai, January 2017: McDonald\u2019s India is bringing in a brand new attraction to its menu. For the very first time, the Junior Maharaja Mac \u2013 a mini version of its […]<\/p>\n","protected":false},"author":2,"featured_media":4774,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-4773","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-new-hopes"],"_links":{"self":[{"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/posts\/4773","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4773"}],"version-history":[{"count":1,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/posts\/4773\/revisions"}],"predecessor-version":[{"id":4775,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/posts\/4773\/revisions\/4775"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/media\/4774"}],"wp:attachment":[{"href":"https:\/\/www.faceinews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4773"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4773"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4773"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}