McDonald’s India was awarded the esteemed International Advertising Associations award in the retail category for their innovative campaign ‘Kuch Pal Offline’. The award ceremony was held on Tuesday, 13th October at the St. Regis Hotel in Mumbai and the jury comprised of industry leaders like Harish Manwani, Bhaskar Bhat, Mayank Pareek, Sangeeta Pendurkar, among others.
A research undertaken by McDonalds and Leo Burnett tapped into over 1700 customers and indicated that consumers did not find Western Fast Food (WFF) brands differentiated enough. So when it came to making a choice, consumers choose depending on the occasion without giving specific brands a defined share. McDonald’s decided to use this understanding to create the ‘Kuch Pal Offline’ campaign, wherein the brandencouraged and aspired customers to go offline for some time and reconnect with friends and families in the real world.
— Rajeev Mehta (@rajeevmehtaa) October 15, 2015
Commenting on the award, Mr. Kedar Teny, Director- Marketing & Digital, McDonald’s India West & South, “In a category synonymous with deals, promos and price point advertising, Mcdonald’s #Kuch Pal Offline has successfully navigated the brand from a functional space to a brand with purpose. We are thankful to IAA India Chapter and the esteemed members of the Jury for recognizing a campaign that not only shows the world a new way to look at life but also has had impact on our business results.”
The ‘Kuch Pal Offline’ campaign reiterates that McDonald’s keeps customers at the core of all their endeavors and is constantly in tune with the evolving consumers.