McDonald’s India (West & South) has unveiled its latest brand campaign, ‘It’s a McD Thing’, a heartwarming celebration of togetherness, spontaneity, and everyday connections. Conceptualized by DDB Mudra, the campaign repositions McDonald’s not just as a place to eat, but as a cultural canvas where meaningful moments naturally unfold.
At the heart of the campaign are two brand films, each capturing unique, relatable ‘McD moments’ set in everyday situations. The first film focuses on Gen Z’s relationship with real-world experiences in an increasingly digital landscape.
The story follows a group of friends en route to a concert. When plans unexpectedly fall through, they find themselves at a McDonald’s—where disappointment quickly transforms into creativity. Using McDonald’s food, packaging, beverages, and the rhythm of the table, they create an impromptu jam session, turning a missed moment into a memory. Through ‘It’s a McD Thing’, McDonald’s reinforces its place as more than just a fast-food destination—it’s a shared space where joy, spontaneity, and connection thrive.
The second film highlights McDonald’s as a destination for professionals working late at night. Set in a quiet office during late hours, it follows a programmer who is startled by mysterious growling sounds. The tension builds until he discovers it’s simply his colleague’s hungry stomach. The scene transitions to both of them enjoying a meal at McDonald’s.
“McDonald’s has been that special place where friends gather, celebrations happen, and everyday moments become memories. With ‘It’s a McD Thing,’ we are celebrating those authentic connections and spontaneous moments that can only happen at McDonald’s where our food becomes the backdrop for life’s meaningful experiences,” said Arvind R.P., Chief Marketing Officer, McDonald’s India (W&S).
“McDonald’s has its own unwritten rules when it comes to the way fans order, eat, share and hang out. With ‘It’s a McD Thing’, we wanted to spotlight those quirks and rituals that are so familiar, iconic, and happen only at McDonald’s. In other words, it’s not just a place to eat; it’s where stories begin. A cultural space where everyday moments turn into lasting memories. That’s what makes it uniquely McDonald’s,” said Harshada Menon & Siddhesh Khatavkar, Executive Creative Directors, DDB Mudra.
The campaign draws on memories shared by those who grew up with McDonald’s as a go-to meetup spot. It recognizes the brand’s role as an “adda,” a familiar gathering place that spans generations.
Positioned as both a reminder and an invitation, the campaign encourages audiences to revisit past McDonald’s moments and create new ones—capturing what makes it “a McD thing.”
This campaign has been rolled out across television, digital platforms, and in-restaurant promotions designed to encourage user-generated content.
- Credits
- Creative: Rahul Mathew, Harshada Menon, Siddhesh Khatavkar, Ankit Pathak, Maruthi S, Jyotsna Mohanty, Rishabh Kallyat, Sahiti Gurram, Jena Shah, Manika Pangtey, Tanvi Akkaraju, Thevar Subbiah
- Strategy: Shashank Lanjekar, Aashna Shah, Vidisha Jain, Aayush Singh
- Business: Delon Mascarenhas, Sharan Nambiar, Barkha Bisht
- Agency Producer: Jay Gaikwad
- Film Executive: Saloni Sharma
- PH: Crazy Few Films
- Director: Devika Chaturvedi
- Executive Producer: Viraj Gawas / Urfi Kazmi
