McDonald’s launches McSpicy Fried Chicken in the latest campaign

Your favorite food is sure to be the one thing you Just Can’t Get Enough of! With this as the central theme, McDonald’s India (West and South) has launched a campaign with popular film celebrity and ‘National Crush’ Rashmika Mandanna to celebrate the deliciousness of McSpicy Fried Chicken. Westlife Development owns McDonald’s restaurants in West and South India through its wholly-owned subsidiary, Hardcastle Restaurants.

The brand has entered into the fried chicken category with the launch of McSpicy Fried Chicken– an offering curated especially to please the palates of its chicken-loving customers. According to McDonald’s, McSpicy Fried Chicken is made with the best quality chicken and is marinated using the spiciest chilies - Ghost Pepper Chillies, making it spicy till the bone. This is yet another scrumptious and delicious addition to the company’s extensive chicken offerings that include McSpicy Burgers, McChicken Nuggets, and a range of chicken burgers.

As a part of the latest campaign, the brand has launched two quirky, light-hearted TVCs featuring Rashmika Mandanna, who can be seen relishing the all-new McSpicy Fried Chicken with friends and family. The ad films showcase that 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.

The first TVC shows Rashmika at a McDonald’s restaurant enjoying a McSpicy Fried Chicken meal with her friends when she, in jest, suggests trying something else for a change. Her friends are stunned for a moment. They all burst 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.

The second TVC shows Rashmika and her friends digging into the scrumptious McSpicy Fried Chicken at home together. When one of her friends suggests trying something other than the McSpicy Fried Chicken next time after having the same product every day for the last year, Rashmika chooses to change her friend but not her favorite fried chicken.

Rashmika was recently appointed by McDonald’s as its brand ambassador to strengthen further its connect with millennials in its key markets of Karnataka, Tamil Nadu, Andhra Pradesh, and Telangana. The TVCs will be aired exclusively in the South markets in Kannada, Tamil, and Telugu and will be adapted for the digital platforms. DDB Mudra has conceptualized the campaign.

The brand aims to create a strong mark in the Indian fried chicken market through this new campaign.

The new integrated campaign will have a multi-pronged approach with a media mix of TV, digital and social platforms, 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) says, “Our customer research revealed that the customers in South India like their chicken not only to be crunchy but also spicy, and flavorful 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 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.”

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