McDonald's India Redefines Value with McSavers+ Campaign

The campaign creatively uses the quirky math equation 65+49=69 to highlight the incredible value of McSavers+.

McDonald's India (West & South), operated by Westlife Foodworld, has launched the McSavers+ campaign, which challenges traditional value norms with the tagline, "It Doesn’t Add Up." This campaign is designed to attract customers with irresistible snack and beverage combos that defy typical pricing expectations.

By leveraging the intriguing equation of 65+49=69, the campaign emphasizes the outstanding value of McSavers+. Customers can enjoy the new Chicken Surprise Burger priced at Rs 65 and a classic Coke Float at Rs 49. Instead of paying the expected total of Rs 114, they only need to pay Rs 69.

McSavers+ offers a variety of snack options, including fan favorites like the iconic McAloo Tikki, Pizza McPuff, McEgg Burger, Regular Fries, and the new Chicken Surprise. Customers can pair any of these snacks with a refreshing Coca-Cola beverage for just Rs 69.

The campaign is also supported by a quirky TV commercial. It opens with two Gen Z kids at a McDonald’s counter, amazed by the math-defying offer: a Chicken Surprise (at Rs 65) and a Coke Float (at Rs 49) for only Rs 69. Their confusion is humorously compared to solving complex math that even Newton would find challenging. The scene shifts to Isaac Newton under a tree, humorously struck by a Chicken Surprise Burger while enjoying a Coke Float. This incident inspires Newton, symbolizing a breakthrough in understanding the unbelievable value. With the tagline “Value so good, it doesn’t add up,” the TV commercial cleverly blends historical wit with modern value expectations, creating a memorable narrative that resonates with younger audiences.

Arvind R.P., Chief Marketing Officer of McDonald’s India (W&S), said, “We are excited to launch the McSavers+ campaign aimed at the youth. Our goal is to make delicious feel-good moments accessible and affordable for everyone. We have ensured that every aspect of this campaign, from the enticing prices to the playful and engaging communications, is crafted to resonate with Gen Z, a key audience for McDonald’s."

Rahul Mathew, Chief Creative Officer of DDB Mudra Group, added, “The concept of value is often overused and overlooked in the retail world. We needed a fresh way to communicate this to our Gen Z audience. We decided to illustrate the unique math of our offers, guided by someone who probably excelled in math – Isaac Newton.”

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

This campaign offers fans a unique opportunity to explore how delicious, affordable, and accessible McDonald’s products can be. The company stands by its motto, 'Real Food Real Good,' ensuring that selected menu items contain no artificial colors, flavors, preservatives, or added MSG in the chicken offerings.