NEW DELHI: McDonald's new product offering, Veg Surprise, has been
launched nationally in India with a television campaign that draws
heavily on humour.
DDB's Indian venture Mudra Communications created the series of three
television spots for the fast-food chain.
The campaign shows consumers taken by surprise at the price of a Veg
Surprise meal - at Rs17 (US 35 cents) - to the point where they ignore
everything else, including a prisoner on the run.
In one execution, a convict runs into a man at a spot plastered with a
poster of Veg Surprise and another showing the convict's face. Both are
drawn to the McDonald's ad and end up at the same restaurant, where the
man asks the convict: "It seems I have seen you somewhere before."
The Veg Surprise ads are running on Star Plus, Sony, Set Max and Star.
