McDonald’s India (W&S), operated by Westlife Foodworld, is turning up the crunch factor this festive season with the launch of its new ‘Shordaar Crunch’ campaign. The integrated 360-degree campaign unveils two mouth-watering additions to the McDonald’s menu – the McCrispy Chicken Burger and the Crispy Veggie Burger — both promising a bold crunch and flavors designed to elevate the premium burger experience.
The global fan-favorite McCrispy Chicken Burger has made its grand debut in India, joining the uniquely crafted Crispy Veggie Burger. These new products underscore McDonald’s India’s commitment to providing innovative and filling menu options catering to customers with diverse taste preferences.
The ‘Shordaar Crunch’ campaign, conceptualized by DDB Mudra Group, puts the spotlight on the remarkable crunch and indulgent experience of the McCrispy Chicken and Crispy Veggie Burgers. In the playful TV commercial, the crisp bite of the McCrispy Chicken Burger sparks a series of unexpected and humorous events.
It begins with stunning visuals and a voiceover of the burger ingredients, coming together to create the Chicken McCrispy burger. As soon as the voiceover mentions the word “Shordaar”, the camera pulls out to reveal a young lady enthusiastically biting into the McCrispy Burger, with a loud ‘Crunch’ sound echoing through the room.
The crunch sound then triggers a series of unexpected events, as the woman’s brother, who is an astronaut, hearing the crunch suddenly drops down from the roof and snatches the burger from his sister’s hands.
The fun doesn’t stop there, as her brother’s boss — also an astronaut — joins the fray, showcasing the irresistible allure of the burgers’ signature crunch, creating an amusing and engaging narrative. The message is clear — no one can resist the temptation of the ‘Shordaar’ crunch, of the McCrispy Burger and Crispy Veggie Burger!
Arvind R.P., CMO, McDonald’s India (W&S) said, “The launch of our new McCrispy Chicken and Crispy Veggie Burgers represents a major milestone for McDonald’s India. As we head into the celebratory festive season, we are excited to introduce these two new burgers. We have witnessed over the years that our customers are eager to try new and exciting offerings during this time of year and we believe these products will delight their taste buds owing to their unique crunch, texture, and premium ingredients. Through this engaging and humorous campaign, we aim to showcase the irresistible appeal of these offerings, making McDonald’s the ultimate destination for premium, high-quality burgers.”
Rahul Mathew, Chief Creative Officer, DDB Mudra Group said, “In McCrispy, we have a new platform for the brand. And what better way to communicate crispiness than through the sound of the crunch. The campaign will use a loud crunch in many avatars to invite consumers to try the new McCrispy.”
As part of the captivating ‘Shordaar Crunch’ campaign, McDonald’s India is rolling out various interesting initiatives to drive impact and engagement around the launch of its new McCrispy Chicken and Crispy Veggie Burgers. The campaign’s centrepiece is the striking television commercial that will air across general entertainment, news, and movie channels in West and South India, in addition to digital and OTT platforms. McDonald’s has also set up interactive in-store experiences, including the cool McCrispy merchandising items and energetic dance performances by store crew members set to the ‘Keepin’ it Crispy’ track.
The brand has also elevated the in-store experience through immersive ‘Shordaar Crunch ‘-themed visual merchandising, transporting customers to a world of unparalleled crunch. To spark conversations beyond the four walls of the restaurants, McDonald’s has rolled out innovative OOH advertising spanning key touchpoints across the city, including the iconic Juhu Beach, Bandra Worli Sealink, the bustling Mumbai Metro, and many more high-impact locations.
The McCrispy Chicken Burger features a whole-muscle chicken fillet patty, paired with a premium water-cut glazed bun, fresh lettuce and a creamy pepper mayo sauce. This burger promises a high-crunch, indulgent chicken experience that will set a new standard in the burger category.
The Crispy Veggie Burger is a specially curated offering for vegetarian customers that boasts a premium crispy veggie patty made from a blend of seven high-quality vegetables. Complemented by the water-cut glazed bun and the delicious cocktail mayo sauce, this burger is set to deliver a bold taste and crunch.
Customers can now enjoy these innovative premium offerings at their nearest McDonald’s restaurants in West and South India and also on-the-go via the Drive-Thru and McDelivery platforms.
TVC Credits:
| Name | Designation |
| Rahul Mathew | Chief Creative Officer |
| Sourabh Dubey | Group Creative Director |
| Omkar Pathak | Group Head |
| Fatema Morbiwala | Senior Copy Writer |
| Vedika Sidhwa | Copywriter |
| Yugant Gosavi | Sr. Art Director |
| Rakesh Sakpal | Sr. Art Director |
| Pooja Lad | Associate Creative Partner |
| Amol Ambetkar | Designer |
| Delon Mascarenhas | Senior Vice President & Business Partner |
| Sonia Kumar | Director Brand Engagement |
| Avinash Janardhanan | Manager Brand Solutions |
| Barkha Bisht | Manager Brand Solutions |
| Sushant Kandu | Executive Brand Solutions |
| Tanvi Agrawal | Strategist |
| Jay Gaikwad | Agency Producer |
| Hrushikesh Inamdar | Studio Head |
| Mangesh Kadam | Studio |
| Production House | Zig Zag Films |
| Director | Abhijit Sudhakar |
| Anupama Ahluwalia | Executive Producer |
