Starcom Wins McDonald’s Media Mandate for South & West

McDonald’s India has made a major move in its marketing strategy by appointing Starcom as its new media agency for the South and West regions. This decision comes after a competitive pitch process that took place in April 2025, where several top agencies, including Publicis and OMD, were invited to participate. The account is estimated to be worth around ₹60 crore, making it one of the most significant media deals in the fast-food sector this year.

What Does This Win Mean?

Starcom, part of the global Publicis Groupe, will now be responsible for all media planning and buying for McDonald’s in the South and West of India. This includes everything from television and digital ads to data-driven marketing and tech-enabled campaigns. Previously, this responsibility was handled by Madison, an agency that had partnered with McDonald’s in these regions for over 20 years.

While Starcom takes over the South and West, OMD will continue to manage McDonald’s media duties for the North and East regions. McDonald’s India uses this regional approach to ensure its marketing is tailored to the unique tastes and cultures of different parts of the country.

Why Did McDonald’s Choose Starcom?

According to Arvind R.P., Chief Marketing Officer of McDonald’s India (West & South), the brand was looking for a partner with strong strategic thinking and advanced capabilities in digital, data, and technology. Starcom fit the bill perfectly, thanks to its experience with big brands and its focus on future-ready marketing solutions.

Arvind R.P. said,

“We welcome Starcom India as our new Agency of Record (AOR) for media. Starcom brings a strong blend of strategic thinking and future-forward capabilities across data, digital, and tech, making them well-placed to partner with us on our growth journey. We would also like to thank Madison for a collaborative partnership that has spanned over the past two decades.”

Starcom’s Global Track Record

Starcom is no stranger to handling big accounts. Globally, Starcom has worked with McDonald’s in other major markets. In December 2021, McDonald’s expanded its partnership with Publicis Groupe, making Starcom its lead national media agency in the United States. This included not just media planning and buying, but also customer data analytics and digital marketing services. Starcom’s ability to blend creativity with data-driven insights has made it a top choice for brands looking to grow in today’s fast-changing digital landscape.

What Will Change for McDonald’s India?

With Starcom on board, McDonald’s India is expected to ramp up its digital marketing efforts, use more advanced data analytics and create more personalized campaigns for its customers. The goal is to reach more people, especially young and digital-savvy consumers, and make the McDonald’s brand even stronger in the South and West.

This move also shows how important India is for global brands like McDonald’s. The company continues to invest in local marketing strategies that reflect the tastes and preferences of Indian consumers. With Starcom’s expertise, McDonald’s hopes to stay ahead in a highly competitive market.

The Bigger Picture

The media mandate win is not just a big deal for Starcom, but also for the entire advertising industry in India. It highlights the growing importance of data, technology, and digital-first thinking in today’s marketing world. As more brands look to connect with consumers in new ways, agencies that can offer a mix of creativity and tech know-how will continue to be in high demand.

Starcom’s win of the McDonald’s India media mandate for the South and West regions marks a new chapter for both companies. With fresh ideas, advanced technology, and a focus on local tastes, this partnership is set to bring exciting changes to how McDonald’s reaches its customers. For burger lovers and marketing watchers alike, it’s a story worth following.