McDonald’s India Launches McSavers+ Campaign with Unbeatable Value

McDonald’s India (West and South), operated by Westlife Foodworld, has introduced the McSavers+ campaign, aiming to redefine value in the fast-food sector.

The campaign's tagline, "It Doesn’t Add Up," challenges traditional pricing norms with snack and beverage combos that offer exceptional value. The intriguing math of 65+49=69 is used to illustrate this concept. Customers can now enjoy a Chicken Surprise Burger priced at Rs 65 and a classic Coke Float at Rs 49, but instead of paying the expected total of Rs 114, they will only pay Rs 69.

The McSavers+ menu includes popular items like the McAloo Tikki, Pizza McPuff, McEgg Burger, Regular Fries, and the new Chicken Surprise. Customers can pair any snacks with a Coca-Cola beverage for just Rs 69.

A quirky TV commercial complements the campaign. It begins with two GenZ kids puzzled by the math-defying offer at a McDonald’s counter. Their confusion is humorously depicted with a scene of Isaac Newton, sitting under a tree and being struck by a Chicken Surprise Burger while enjoying a Coke Float. This scene symbolizes a breakthrough in understanding the incredible value of the offer. The tagline, "Value so good, it doesn’t add up," effectively combines historical wit with modern-day value expectations, resonating with younger audiences.

Arvind R.P., Chief Marketing Officer of McDonald’s India (W&S) stated, “We are delighted to launch the McSavers+ campaign targeted at the youth. We aim to make delicious feel-good moments easy for everyone and democratize access to delicious food, being easy on the wallet. Every aspect of this campaign has been meticulously crafted to resonate with Gen Z, a key audience for McDonald’s."

Rahul Mathew, Chief Creative Officer at DDB Mudra Group added, “Value has become such an overused word and a blind spot in the retail world. We needed a new way to communicate the same to our GenZ audience. So, we decided to take them through the math (or the lack of it) in our offers. And who better to take them through it than someone who probably scored A++++ in his math class – Isaac Newton.”

To enhance the consumer experience, McDonald’s India has launched a microsite, 654969.in, providing customers with detailed information about the new offering.

This limited-time offering highlights McDonald’s commitment to providing delicious, affordable, and accessible products. The company ensures that select menu items contain no artificial colors, flavors, preservatives, or added MSG in the chicken offerings. For nearly three decades, McDonald’s India has focused on using fresh ingredients, locally sourced from renowned suppliers, ensuring high quality and transparency for its customers.