McDonald's Integrated Campaign
'Aap ke zamaaney mein
baap ke zamaaney ke daam'
Prices from your father's era, in your era
'Aap ke zamaaney mein
baap ke zamaaney ke daam'
Prices from your father's era, in your era
McDonald’s introduced the happy price menu at Rs 20 four years ago, and since then all their campaigns have focused on the ‘value for money’ proposition, which has been gladly accepted by the discerning consumers. While the communication towards this proposition has graduated over the years, the happy price menu platform has been consistent.
In the pursuit of reinforcing its value proposition once again, McDonald India had introduced its ‘Aap ke zamaane mein, baap ke zamaane ke daam’ campaign some time back. The campaign is part of the company’s business strategy to penetrate deeper into the new and existing markets of the country.
The Happy Price Menu ;Rs.20 (Branded Affordability/ Dollar Menu) campaign executed by Leo Burnett India for McDonald's India. Inspired by Bollywood the idea is centered on the thought of Baap ke Zamaaney ke daam: Prices from your father's era in your era.
McDonald’s continues to tout its Rs 20 menu, but on a new emotional note each time. The fourth ‘I’m Lovin’ It’ campaign is out. It talks yet again of low prices, but in a new way.
The slogan this time is ‘Aap ke Zamane Mein Baap ke Zamane ke Daam’, meaning ‘Prices of your father’s generation today’. Elaborating on the thought behind the tagline, Rameet Arora, vice-president and director, corporate initiative, Leo Burnett, says, “We’ve all heard our Dads telling us about their times when things were so cheap and how even ‘char aana’ (25 paise) had value. It’s the same idea – getting a meal in as little as 20 bucks.
In the pursuit of reinforcing its value proposition once again, McDonald India had introduced its ‘Aap ke zamaane mein, baap ke zamaane ke daam’ campaign some time back. The campaign is part of the company’s business strategy to penetrate deeper into the new and existing markets of the country.
The Happy Price Menu ;Rs.20 (Branded Affordability/ Dollar Menu) campaign executed by Leo Burnett India for McDonald's India. Inspired by Bollywood the idea is centered on the thought of Baap ke Zamaaney ke daam: Prices from your father's era in your era.
McDonald’s continues to tout its Rs 20 menu, but on a new emotional note each time. The fourth ‘I’m Lovin’ It’ campaign is out. It talks yet again of low prices, but in a new way.
The slogan this time is ‘Aap ke Zamane Mein Baap ke Zamane ke Daam’, meaning ‘Prices of your father’s generation today’. Elaborating on the thought behind the tagline, Rameet Arora, vice-president and director, corporate initiative, Leo Burnett, says, “We’ve all heard our Dads telling us about their times when things were so cheap and how even ‘char aana’ (25 paise) had value. It’s the same idea – getting a meal in as little as 20 bucks.
