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Rashmika drools over new McSpicy Fried Chicken in McD’s campaign

Shreoshree Chakrabarty April 20, 2021

McDonald’s India (West and South) has chosen a central theme for its latest campaign and it is based on when your favourite food is sure to be the one thing you Just Can’t Get Enough of! To celebrate the deliciousness of McSpicy Fried Chicken, McDonald’s launches a campaign with popular film celebrity and ‘National Crush’ Rashmika Mandanna. Through its wholly-owned subsidiary, Hardcastle Restaurants Pvt Ltd., McDonald’s restaurants in West and South India are owned by Westlife Development.

With the launch of McSpicy Fried Chicken, the brand has forayed into the fried chicken category. It is an offering curated especially to please the palates of our chicken loving customers. Marinated using the spiciest chillies – Ghost Pepper Chillies, McSpicy Fried Chicken is made with the best quality chicken that can be spiced till the bone. Including McSpicy Burgers, McChicken Nuggets and a range of chicken burgers, this is yet another scrumptious and delicious addition to the company’s extensive chicken offerings.

The brand has launched two quirky as a part of the latest campaign, light-hearted TVCs featuring Rashmika Mandanna. Rashmika can be seen relishing the all-new McSpicy Fried Chicken with friends and family. The ad films showcase that how even thinking of having anything other than McSpicy Fried Chicken is just a preposterous idea and that no matter how much of it you have, you can never get enough.

Rashmika can be seen at a McDonald’s restaurant in the first TVC enjoying a McSpicy Fried Chicken meal with her friends and in jest, she suggests trying something else for a change. And at that, her friends are stunned for a moment and everybody bursts into laughter when they realize how absurd the suggestion sounds as they love having McSpicy Fried Chicken every day and just can’t get enough of it. They then go back to relishing their chicken.

Watch the TVC here.

And in the second TVC Rashmika is seen sitting at home with her friends digging into the scrumptious McSpicy Fried Chicken. After having the same product every single day for the last year, when one of her friends suggests trying something other than the McSpicy Fried Chicken next time, Rashmika simply chooses to change her friend but not her favourite fried chicken.

Catch the TVC here.

To further strengthen its connection with millennials in its key markets of Telangana, Karnataka, Andhra Pradesh and Tamil Nadu, McDonald’s appointed Rashmika as its brand ambassador. The TVCs will be adapted for the digital platforms and will be aired exclusively in the South markets in Kannada, Tamil and Telugu.

DDB Mudra has conceptualised the campaign.

Through this new campaign, the brand aims to create a strong mark in the Indian fried chicken market.  The new integrated campaign will have a multi-pronged approach with a media mix of TV, digital and social platforms along with strong in-store visibility, on-ground and OOH activations.

Speaking on the launch of this new 360-degree campaign, Arvind RP, Director – Marketing & Communications, McDonald’s India (West and South) said, “Our customer research revealed that the customers in South India like their chicken not only to be crunchy but also spicy, and flavourful till the last bite. With McSpicy Fried Chicken, that’s exactly what we have for them. This product is carefully marinated with ghost chilly pepper and fried to perfection to ensure it tastes just the way consumers love it. Our aim is that with this great product and Rashmika’s strong appeal, we will grow our market share rapidly in these markets.”

Rahul Mathew, Chief Creative Officer, DDB Mudra Group added“The campaign really reflects what the consumer feels about McSpicy Fried Chicken – you keep wanting to go back for more. And just like our chicken, Rashmika is a star that South India can’t get enough of. So, it all came together as the perfect recipe.”

With no added artificial flavours, artificial colours or artificial preservatives, the new McSpicy Fried Chicken is rich in protein. It also does not contain any MSG. The chicken goes through 64 unique tests to ensure that it is 100% traceable from farm to plate, as a part of the McDonald’s quality and safety process. McDonald’s India uses the best quality chicken and does not administer any growth promoters to it.

So, how about a McSpicy Fried Chicken for lunch today? Order from McDonald’s now!


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