McDonald’s India (West and South), under Westlife Foodworld, has launched its latest campaign, ‘Shordaar Crunch,’ just in time for the festive season.
The campaign showcases two new additions to their burger lineup—the McCrispy Chicken Burger and the Crispy Veggie Burger. Both burgers are designed to offer a superior crunch and bold flavors, promising to elevate the premium burger experience for McDonald’s customers.
With the introduction of the McCrispy Chicken Burger, which makes its debut in India, and the Crispy Veggie Burger, McDonald’s aims to appeal to a wide variety of taste preferences. Whether you’re a meat lover or a vegetarian, these new menu items provide something special for everyone.
Conceptualized by DDB Mudra Group, the ‘Shordaar Crunch’ campaign focuses on the irresistible crunch that defines both burgers. The campaign’s TV commercial (TVC) opens with an engaging description of the ingredients that come together to create the McCrispy Chicken Burger. The moment the word “Shordaar” is spoken, a young woman takes a bite, and the loud crunch reverberates through the room, leading to a series of humorous events. Her brother, who is an astronaut, immediately rushes down from above, drawn by the sound of the crunch, and steals the burger from her hands. Even his boss joins the scene, highlighting the burgers’ irresistible allure.
The core message of the campaign is clear: the “Shordaar” crunch of McCrispy Chicken and Crispy Veggie Burgers is too tempting to resist, drawing in everyone around.
Speaking about the launch, Arvind R.P., CMO of McDonald’s India (West & South), said, “The introduction of our McCrispy Chicken and Crispy Veggie Burgers is an exciting moment for us. With the festive season approaching, we’ve always seen a rise in customers wanting to try new, exciting offerings, and these burgers deliver just that. With their unique crunch and premium ingredients, we believe they’ll become fan favorites. Through this campaign, we aim to create a sense of excitement, encouraging everyone to experience the unparalleled crunch of these new offerings.”
Rahul Mathew, Chief Creative Officer of DDB Mudra Group, added, “The McCrispy range opens up a new avenue for the brand. Nothing communicates crispiness better than the sound of a loud crunch, and we’ve built this campaign around that concept, using the crunch in different, fun ways to draw customers in.”
The ‘Shordaar Crunch’ campaign is not just limited to television and digital platforms. McDonald’s has rolled out a series of interactive in-store experiences as well, including special McCrispy-themed merchandise and lively dance performances by store staff, all set to the upbeat “Keepin’ it Crispy” track. These initiatives are aimed at creating a fun, engaging atmosphere for customers visiting McDonald’s locations across West and South India.
In addition, McDonald’s has taken its campaign outside the restaurants with vibrant outdoor advertising across key locations in Mumbai, such as Juhu Beach and the Bandra Worli Sealink. This extensive promotional effort, combined with the immersive in-store experience, ensures that customers feel the energy of the ‘Shordaar Crunch’ campaign wherever they go.
The McCrispy Chicken Burger features a succulent chicken fillet patty with a crispy outer layer, paired with a premium glazed bun, fresh lettuce, and creamy pepper mayo, delivering a satisfying crunch with every bite. The Crispy Veggie Burger, designed for vegetarian customers, offers a crispy patty made from a mix of seven vegetables, complemented by the same high-quality bun and cocktail mayo sauce.
These exciting new additions are available at McDonald’s locations throughout West and South India, as well as through the Drive-Thru and McDelivery services for those who want to enjoy the ‘Shordaar Crunch’ on the go.
With the launch of these burgers and the engaging ‘Shordaar Crunch’ campaign, McDonald’s is set to make a big impact this festive season, offering customers a chance to indulge in an extraordinary burger experience that combines bold flavors, premium ingredients, and an unforgettable crunch.