Madison won the account following a pitch, although further details were not disclosed. McDonald's is planning to expand in existing areas such as Mumbai and other cities in the states of Gujarat and Karnataka. "The role of Madison will broadly be to support McDonald's in keeping up the image of the brand, building advance awareness and expectation in places where it will open new restaurants. It will also communicate promotions and new developments, as well as support marketing initiatives through PR where possible," said Gidwani.
"Several new F&B brands and offerings are entering the market place. Also, people are sometimes confused and misled by talk on food and healthy living. Burgers, pizza and beverage brands are often linked with poor eating habits. What people need to know is that even a typical Indian meal can be very heavy and unhealthy. McDonald's encourages consumers to eat balanced diets and maintain exercise routines."
McDonald's is managed by Hardcastle Restaurants in Western India and Connaught Plaza Restaurants in the north.
McDonald's India taps Madison
Madison Public Relations has been assigned the McDonald's India account in the Western region, displacing incumbent Corporate Voice Weber Shandwick, which retains the Northern region.