After boring TV ads, here comes an ad with a difference. The latest ad about McDonald’s Junior Maharaja Mac has been created by Leo Burnett, as all of the company’s ads in the past. Its even been shot on iPhones, giving it a real edge.
As Raj Deepak Das, Chief Creative Officer, Leo Burnett, South Asia, “We’ve cast real people, captured real moments, and shot many of these on our iPhones.”
The ad by McDonald’s India (West & South) for the Junior Maharaja Mac shows glimpses from daily life. As daily life is not just about going through the grind but also about celebrating some victories, it says small and simple wins can be celebrated by ordering a Junior Maharaja Mac.
Sharing the thought that went into the ad, Das says, “We leaned strongly into pop culture to show how McDonald’s has always been part of our everyday moments – both big and small. The idea of a Maharaja Mac as the reward for life’s everyday victories, beautifully converts these everyday moments into feel-good moments.”
So, what is the Junior Maharaja Mac? For those who haven’t tasted it yet, it is a smaller version of its famous Maharaja Mac, which itself is an Indian version of the world-famous American burger the Big Mac. The Junior version gives customers a chance to taste the Maharaja Mac in the form of a single patty.
The Veg Maharaja Mac Junior is a vegetarian’s delight, the patty being a rich and crusty cheese-and-corn patty, served with vegetable-cocktail sauce. Premium ingredients like jalapeño, red onion, cheddar cheese and iceberg lettuce lend it a superbly fresh taste and aroma.
While that’s for veggie lovers, non-vegetarians too need not fret. There’s a Chicken version of the Junior Maharaja Mac as well, with a flame-grilled patty, made of whole meat sourced from the leg, breast and thigh of a chicken. The patties are placed inside buns sprinkled with sesame seeds. There’s also fresh salad, with a dressing of Habanero sauce.
The Veg Maharaja Mac Junior and the Chicken Maharaja Mac Junior – are priced at Rs 95 and Rs 99, respectively.
“We constantly evolve our menu to address customer needs. We wanted to tell them to make the most of the simple moments in their lives. The popularity of the Maharaja Mac inspired us to bring out another innovation as part of our value format,“ shares Kedar Teny, Director – Marketing and Digital, McDonald’s India (West & South).
However, while people are warming up to the Maharaja Mac, it had taken a while for the Indian franchise to come up with the idea of a non-beef substitute to the Big Mac. Big Mac, after all, is the best-known burger in the world, so could it have a substitute, even?
As Vikram Ogale, Director, National Supply Chain & Quality Assurance, McDonald’s India, puts it, “It was a complicated sandwich. It had never been done before.” A team from McDonald’s had prolobnged meetings with its main supplier – Vista Processed Foods – to create a perfect recipe that would work. The result of those brainstorming sessions was the Chicken Maharaja Mac!