McDonald’s India (West & South), owned and operated by Westlife Foodworld, launches its innovative McSavers+ campaign that fundamentally challenges the conventional rules of value with its tagline- ‘It Doesn’t Add Up’. This new proposition is designed to captivate customers with snack and beverage combos that defy traditional pricing norms.
The campaign leverages the intriguing math of 65+49=69 to showcase the exceptional value offered by McSavers+. Customers can now enjoy the new Chicken Surprise Burger priced at INR 65 and a classic Coke Float at INR 49, but instead of the expected total amount of INR 114, they will only need to pay INR 69, which is a value proposition that doesn’t add up.
Apart from the Chicken Surprise Burger, McSavers+ also offers a range of snack options including McAloo Tikki, Pizza McPuff, McEgg Burger, and Regular Fries. Customers can pair any of these delectable snacks with a Cola beverage for the unbeatable price of INR 69.
The campaign is complemented by a TVC. It opens with a scene at a McDonald’s counter where two GenZ kids are amazed by the math-defying offer of McSavers+. Their confusion is humorously likened to solving a complex math that even Newton would find challenging. The scene shifts to Isaac Newton sitting under a tree, being humorously struck by a Chicken SurpriseBurger while enjoying a Coke Float. The genius takes this strange incident as inspiration, symbolizing a breakthrough in understanding the unbelievable value. With the tagline “Value so good, it doesn’t add up,” the TVC effectively mixes historical wit with modern-day value expectations to create a memorable narrative that resonates well especially with the younger audience.
Talking about the new campaign, Arvind R.P., Chief Marketing Officer, McDonald’s India (W&S), said, “We are delighted to launch the McSavers+ campaign targeted at the youth. Our constant aim is to make delicious feel-good moments easy for everyone, and democratize access to delicious food, being easy on the wallet. We have ensured that every aspect of this campaign – from the enticing price points to the playful and engaging communications – has been crafted to resonate with Gen Z, a key audience for McDonald’s.’’
To enhance the consumer experience further, McDonald’s India has also launched a dedicated microsite, 654969.in, which provides customers with in-depth details about this exciting new offering. This campaign is available for a limited time period.
