DDB Mudra India and McDonald’s India have called on the power of direct customer engagement, turning customers’ wish lists into new menu items on its recently introduced Big Yummy Burgers range. The campaign is aptly called, Your Said it. We Made it.

The campaign leads with two commercials starring Chef Swarup Solgaonkar, corporate chef at McDonald’s India. What they lack in creative verve, they make up for in charm, flipping customer’s negative comments into new taste thrills that address their comments exactly. In one film, a young woman states, “McDonald’s is not filling”. In another, a young man declares, “McDonald’s burgers are so dry.” Watch what happens:

The full campaign extends beyond television with several innovations including 3D Comment Burger installations at high-traffic locations in Mumbai and Bangalore. These larger-than-life burger displays feature actual social media comments embedded between the buns.

Rahul Mathew, chief creative officer & executive director, DDB India, stated, “The customer is the most important pillar of McDonald’s. So when we saw feedback on our burgers by some, we knew we needed to give those customers what they are asking for. And the campaign shows just that; our chef responding to posts and presenting the new Big Yummy Burgers. Word of caution, they’re quite a stomachful and yet too tasty to put down.”

Before the official launch, McDonald’s created excitement with a collection of delivery orders that included special empty burger clamshells containing printed customer comments and invitations to pre-order the new offering. This activation generated substantial organic buzz across social media platforms as recipients shared their unexpected comment burgers.

The campaign underlines McDonald’s India’s intent to engage directly with customers, acknowledging their evolving expectations as well as positioning the brand as insight-driven and innovative. The Big Yummy Burgers themselves, featuring double patties and signature chipotle sauce applied to both bun layers, were developed specifically to address the feedback highlighted in the campaign.

Credits

Agency: DDB Mudra India
Creative Team: Rahul Mathew, Harshada Menon, Siddhesh Khatavkar, Ankit Pathak, Maruthi S, Rishabh Kallyat, Sahiti Gurram, Jena Shah, Manika Pangtey, Tanvi Akkaraju, Thevar Subbiah
Strategy Team: Shashank Lanjekar, Aashna Shah, Roshni
Business team: Monideepa Nandi, Sonia Kumar Barkha Bisht
Agency Producer: Jay Gaikwad
Films Executive: Saloni Sharma

Production Company: Magic Box
Director: Sonal Batra
Executive Producers: Srikanth Kandala & Mayur Patel