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McDonald's South & West recently partnered with CSIR-Central Food Technological Research Institute (CFTRI), operating under the Ministry of Science & Technology, to introduce a multi-millet bun. The quick-service restaurant (QSR) chain plans to open approximately 580 to 630 restaurants by December 2027, averaging 40 to 50 new locations annually.

As of June 2024, the chain operated 403 restaurants across 66 cities. Of these, 92% featured McCafés, 86% were Experience of the Future (EOTF) locations, and 20% included drive-thrus. According to the company’s July 2024 earnings presentation, McCafé is projected to contribute 15%-18% of the business by 2027. For the quarter ending June 30, 2024, Westlife Foodworld, a publicly traded entity, reported sales of ₹616 crore, marking a 0.3% year-over-year increase.

<strong>Saurabh Kalra, Managing Director of Westlife Foodworld (McDonald’s South & West)</strong>, discussed the company's Licensing and Merchandising (L&M) strategy, stating, “We have consistently partnered with Indian companies. For instance, our Oreo McFlurry is a local collaboration, as is our deal with KitKat. We are always exploring opportunities. The positive aspect is that 99% of our supply chain is domestic—made in India, by Indians, for Indians.”

Kalra added, “We prefer executing Licensing and Merchandising agreements within the domestic market to better connect with Indian consumers.”

Outlining McDonald’s Vision 2027, Kalra remarked, “Our goal is to have 580 to 630 restaurants by December 2027, achieving revenues of ₹4,200 crore or more, along with high double-digit EBITDA. We plan to open 40 to 50 restaurants annually.”

He continued, “Recently, we launched two ‘oil-alliance’ Drive-Thru stores in partnership with Bharat Petroleum Corporation Ltd. (BPCL) at wayside amenities on the Delhi-Mumbai Super Expressway, in Goriyad and Sarawani near Vadodara, Gujarat. As part of our Vision 2027, over 50% of our new stores will focus on the South region while maintaining our leadership in the West.”

Maharashtra Food and Drugs Administration (FDA) had conducted inspection at McDonald's for allegedly using substitutes in place of real cheese in burgers and nuggets. The FDA had suspended the licence of a McDonald's outlet in Ahmednagar, leading the chain to remove the term "cheese" from various items. The licence was, however, revoked later.

When asked whether the healthy millet bun collaboration with CFTRI was an attempt to whitewash the brand's image following the 'fake' cheese controversy, Kalra responded, “Our Real Food, Real Good initiative began over four and a half years ago, just before COVID. This was a long-term strategy we developed. Discussions with CFTRI started well before the cheese crisis.”

He further explained, “The cheese controversy is behind us. We've been fully transparent, and regulatory authorities, including the FDA and FSSAI, have cleared us of any wrongdoing. McDonald’s cheese has always been real cheese, and no recipe changes were ever made.”


‘We prefer doing L&M deals in the domestic market,’ says Saurabh Kalra of McDonald's

<span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start">﻿</span>
<strong>MAST </strong>

McDonald’s - Meals Make Families, Dadaji's Special Message

Agency - DDB Mudra 

<iframe width="853" height="480" src="https://www.youtube.com/embed/JH3S38PAZQU" title="Meals Make Families | McDonald's India | Dadaji's Special Message" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Brands typically shy away from any reference to death in advertising (unless it's for insurance or road safety.) It’s even more rare to see a family brand like McDonald’s make a reference to death in one of its commercials. But that’s exactly what this film does in a beautiful, whimsical and touching way. The focal point is a conversation between a grandmother and her grandson who wonders whether dadaji can get burgers in heaven. This spot is all things warm and wholesome. A classic ad that doesn’t lose sight of the brand and what it means to people, using simple but evocative storytelling to drive home the message - Meals make families. It is bound to put a smile on your face and burger in your hands.  

<strong>MEH</strong>

Sleepyhead - Fabulous Living

Agency: Leo Burnett

<iframe width="853" height="480" src="https://www.youtube.com/embed/gKtu_fLwC-s" title="Fabulous Living with Sleepyhead BodyIQ Tech Mattress | Ranveer Singh" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

We’re not sure what actor Ranveer Singh adds to this ad apart from his celebrity quotient. Instead of dialing up the iconic Bollywood star’s quirky and OTT character, this spot dials it down in every aspect except his attire. Sporting a bright yellow jacket and big diamond studs in his ears, Singh lulls the couple in the ad, and viewers watching it, into deep sleep as he rattles off the product’s features in a whisper. They were onto something here and we can’t help but wonder what held the creative back. 

<strong>MAST</strong> 

Man Matters - Keshastra 

Agency - Spring Marketing Capital

<iframe width="853" height="480" src="https://www.youtube.com/embed/tMMaMxk5Rv8" title="LEAKED! Watch Keshastra Spoof Trailer NOW" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Everyone loves a good spoof. They’re fun, entertaining, comical and bizarre all at the same time. Recently, Man Matters had the audacity to create a spoof on what is the most popular movie trailer in India today, Brahmastra. In Man Matters’ spoof trailer titled ‘Keshastra’, we see the lead ‘Keshav’ whose ancestry involves a long list of bald men, struggling to maintain a head full of hair. He decides to take it upon himself to prevent the evil forces of ‘stress’, ‘poor diet’ and ‘dandruff’ from taking over the world and causing all men to go bald. In his quest, he comes across a wise man who bestows upon him the ultimate weapon required to win this battle, The ‘Keshastra.’  We see the triumph of good over evil as Keshav defeats the evil forces in an all out smackdown. Man Matters very cleverly incorporated that they provide products catered to the needs of each individual consumer after doing a thorough case study. The spoof managed to tick all the right boxes. It was entertaining, catchy, hilarious and overly exaggerated. All in all, a cool and contextual way of marketing their services. 

<strong>MAST</strong>

Cadbury Bournvita - The Boy Who Failed

Agency: Ogilvy 

<iframe width="853" height="480" src="https://www.youtube.com/embed/oyZSWnZXENs" title="THE BOY WHO FAILED - a short film by Bournvita" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

It’s easy to forget one is watching a brand film when the words and the images consume your thoughts. The only time you realise the video is essentially an almost 4-minute long ad is when we see the ‘boy who failed’ sipping hot chocolate milk from a cup that says Bournvita. There’s no preaching or moral lesson about failure and learning shoved down the viewer’s throat. Just evocative writing and storytelling. Watch and listen to the words as a mother teaches her children a life lesson. This is a masterclass in long-form advertising.  

<strong>MEH </strong>

CountryDelight - Milk mein Chemical Locha is a No-No

<iframe width="853" height="480" src="https://www.youtube.com/embed/WLfr0yhsDqc" title="Doodh mein Chemical Locha?!" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

This ad by CountryDelight highlights an important issue. It is very possible that the milk we consume in our homes could be adulterated and can contain chemicals. Country Delight ensures its customers that the milk they deliver to homes comes directly from farms after completing more than 26 purity tests. 

In the ad we see multiple day-to-day scenarios where the milk contains chemicals. However, the ad itself is very basic and the background score was very irritating to hear. Moreover, it felt very open ended, lacking closure. On the plus side, it does manage to garner attention towards the brand and in turn consider it as a visible option for bringing fresh milk to our homes. 

<strong>MAST</strong>

Work: Chess Olympiad 2022 - ‘Chaturangam: A dance depiction’ by Pudukkottai district administration

<iframe width="853" height="480" src="https://www.youtube.com/embed/QJXTzQPEoKE" title="CHATURANGAM -A DANCE DEPICTION" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

While it doesn't strictly qualify as an ad, we can’t help but make a special mention. ‘Chaturangam: A dance depiction’ is an mesmerizing almost 4-minute long video released by the Pudukkottai district administration to promote Chess Olympiad 2022. It is a crossover between the game of chess and Tamil Nadu’s classical folk and martial art forms. Conceptualised and choreographed by Pudukkottai collector Kavitha Ramu, it is a stunning example of celebrating India’s deep and rich cultural heritage in a contemporary context. 

<strong>MEH</strong>

Asian Paints - Waterproofing Ka Champion

Agency: Ogilvy

<iframe width="853" height="480" src="https://www.youtube.com/embed/N-CkQrEPO2g" title="Asian Paints SmartCare Hydroloc | Waterproofing Ka Champion" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Asian Paints managed an excellent pairing when it got PV Sindhu and Ranbir Kapoor together, sharing screen space for a campaign that promotes a new waterproofing paint product. Alas, it fell a bit flat in our view. With two champions of their respective fields in one frame, the possibilities seemed endless. Instead what we got was a tepid attempt at humour and a strained connection with the word champion. This one’s a hit and miss. 

<strong>Watched a Mast or Meh ad recently? Tell us about it. 
Share your picks and reviews with us at <a href="mailto:Storyboard18@nw18.com">Storyboard18@nw18.com</a><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start">﻿</span> and, if we think your review is Mast, we'll publish it.</strong>

Mast & Meh: Bournvita, McDonald’s, Asian Paints, Sleepyhead, Man Matters, Chess & Country Delight

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