Have you ever wondered about the leaplings – people who were born on February 29th, when you get to celebrate your birthday every year? Because they get the opportunity to celebrate their birthdays after every three years. It is such an unusual day to be born and therefore McDonald’s has launched special offers only for the leaplings. The specially curated menu will only be available to the ones born on February 29th and from 27th February – 7th March.
The TVC has been created by DDB Mudra Group which highlights the everyday comments that leaplings often get to hear. But, the ad ends with the leapling having the last laugh after he finds the Surprise Leap Meal which includes both veg and non-veg burgers, desserts, and shakes.
Talking about the offering, Arvind RP, director – marketing and communications, McDonald’s India (West and South) said, “McDonald’s has always aimed to create special moments for one and all. Unlike all others, the leaplings have to wait for 3 long years to celebrate their actual birthday. With this campaign, we hope to add some extra cheer to our leapling customers’ birthday week and make them feel special.”
Speaking on the campaign, Rahul Mathew, Chief Creative Officer, DDB Mudra Group said, “Everyone loves their birthday. It’s the day the world makes you feel special. But for some, this happy day appears on the calendar only once in 4 years. And as a brand that believes that happiness is for everyone, we thought Mcdonald’s could make it special for these leaplings.”
The menu is available for a limited period only across selected outlets in South and West India.
The offer is an initiative of Westlife Development, the company that operates McDonald’s restaurants in West and South India. The company has been following world-class safety and hygiene practices across all its outlets, post lockdown.